![Ajouter à votre panier](https://cataloguelibrary.neoma-bs.fr/styles/fusion_neoma_gen/images/basket_small_20x20.svg)
Titre : |
The rise of Digitally Native Vertical Brands in the cosmetic industry. : How do Digitally Native Vertical Brands radically transform the future of the beauty industry? |
Type de document : |
Mémoire |
Auteurs : |
Clara SALSAC, Auteur |
Année de publication : |
2020 |
Importance : |
28 p. |
Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
Langues : |
Anglais (eng) |
Mots-clés : |
Management COMMUNICATION ; COSMETIQUE ET PARFUMERIE SECTEUR ; TECHNOLOGIE
|
Résumé : |
The digital revolution has impacted all sectors of activity by creating new sales channels and modes of communication. In almost all the industries, these changes have led to the rise of new brands born on the Internet called DNVB (Digitally Native Vertical Brands) that are disrupting the codes of the traditional players. They clearly understood the opportunities linked to digital and intend to leverage them to bring new value propositions and a new experiential vision of the act of buying. Transparency, commitment, proximity to their consumers and hyper-personalization… these new brands are revolutionizing all sectors and in particular the beauty market.
Indeed, DNVBs have taken advantage of the disappearance of barriers caused by the Internet to entry into the sales market and to make their mark in this highly competitive sector. While the distributor step was previously inevitable, they have suddenly been able to sell their products directly from their website and advertise them through digital channels such as social media. But their emergence can also be explained by a change in consumer expectations. Today, beauty is collective and shared, it has adopted a more uninhibited language, it has become virtual and connected and no longer communicates only through its muses but through new ambassadors: all women. Influencers are the new ambassadors. And consumers, the new influencers. But above all, consumers are more attentive to their personal care, now they seem to dictate the (new) rules.
Digitally Native Vertical Brands can be defined as independent brands born on the Internet that focus on a very specific product or market. They design, manufacture and market their products themselves and address consumers directly, without the intermediary of distributors. These brands offer their customers an incomparable experience by creating a genuine relationship with them, making affordable quality products, accompanied by exceptional services. Born from digital technology, they have been created by and for millennials, with whom they find a tremendous resonance. According to the Cambridge Dictionnary, a millennial is a person who was born in the 1980s, 1990s, or early 2000s.
Academic research has not yet taken an in-depth interest in the DNVBs phenomenon. Nevertheless, there already are many press articles and blog posts about the rise of DNVBs and their influence on the market. However, a few focuses on the beauty industry and its specificities. The first part of this paper therefore aims to define what DNVBs are, to explain their success and to show how they shake up the established codes of traditional brands and distributors of the cosmetic industry.
|
Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529202 |
| ![The rise of Digitally Native Vertical Brands in the cosmetic industry. vignette](https://cataloguelibrary.neoma-bs.fr/cache/223d0a3debd5ea707cb3bc0abad42705.png) |