Fabernovel Study – New Retail

In the midst of the crisis, retail must reinvent itself. Digital Native Vertical Brands (DNVB) pave the way for an alternative model – the opportunities for which remain to be seized.  On the one hand, retail, a struggling mature market, is often described as apocalyptic. And yet on the other hand, there have never been so many store openings. In the United States, their figure grew by more than 50% in 2018 compared to the previous year, according to the National Retail Association. This can also be explained because the majority of closures are those of stores that have not been able to adapt to a new retail model that is emerging. Retail more personalized and, above all, emotional. A model that is embodied by a new group of companies that have entered the market – the DNVB, Digital Native Vertical Brands. Nevertheless, they too invade the streets. Literally: out of 84 high potential DNVBs identified in 2016 by Andy Dunn in his flagship article, 44 now have at least one physical store.  To scale it would seem that the DNVBs have to drop the “D”. “Halo effect” say the Americans to describe this phenomenon which consists in opening a physical store to considerably increase online sales.

Between apocalypse and promised land, what does the retail of tomorrow really look like? What model, what KPIs and what conditions to emerge? This study deciphers the concept of these e-commerce UFOs that have become leaders as inspiring as they are anxious, but also the transformations and strategies in the retail market initiated by the Digital Native Vertical Brands.



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