Welcome to The Week in Direct-to-Consumer, a weekly roundup for marketers from Quad Insights that sums up the latest news in the DTC space.
Ralph Lauren plans ERP to support DTC push
In support of its shift to being “a more global DTC-oriented company,” Ralph Lauren just announced it will invest in an enterprise resource planning (ERP) system that aims to optimize business planning tools and logistics, Consumer Goods Technology’s Lisa Johnston reports. As wholesale channels continue to present challenges for big brands, Neil Saunders, Managing Director of Retail at GlobalData, tells Johnston that Ralph Lauren’s efforts are emblematic of a growing trend toward DTC among global apparel companies. “[Ralph Lauren] performs better when it controls the sales channel, and this needs to be a springboard for pushing more heavily into the direct-to-consumer space,” says Saunders.
Previously: “Ralph Lauren uses AI to optimize inventory as it boosts DTC,” as we noted in the Feb. 16 edition of this column.
DTC sales are a big boost for Deckers
Deckers Brands, the company behind Hoka and Ugg, just announced that its DTC net sales increased 21.0% year-over-year to $415.2 million in the fourth quarter. One phenomenon that Hoka CEO Dave Powers credits for his brand’s growth is its rise in popularity as a streetwear option, Footwear News’ Shoshy Ciment reports. “We obviously have been adopted in a pretty substantial way from a lifestyle perspective,” says Powers. “And that’s because of the performance that’s built into the product. It’s not just that they look good, but they feel good.”
Beyond Yoga continues retail expansion, opens store in Washington state
DTC athleisure brand Beyond Yoga just opened a store in Bellevue, Washington — its second outside of the state of California and seventh in total, Retail Dive’s Suzette Parmley reports. Located in Bellevue Collection Mall, the store features men’s and women’s apparel as well as maternity and toddler collections, Parmley notes, adding that since being acquired by Levi Strauss & Co. in 2021, Beyond Yoga has increased its focus on brick-and-mortar expansion.
Previously: “Beyond Yoga expands its retail presence,” as we noted in the Nov. 17 edition of this column.
Further reading
DTC trends:
- “Why Legacy Labels Still Want to Be DTC Brands” (Business of Fashion)
- “Volatility and Uncertain Access to Capital Roil Direct to Consumer Brands” (PYMNTS)
DTC expansion:
- “Vuori Opens Shanghai Site” (Retail & Leisure International)
- “Mizzen+Main continues Southern expansion with Alabama opening” (Retail Dive)
DTC strategy:
- “Hill’s Latest Digital Innovation Is DTC” (Consumer Goods Technology)
- “Performance Lifestyle Brand Rhone Is Getting Into the Made-to-measure Business” (Women’s Wear Daily)
