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BoF LIVE: Building a DTC Challenger Brand

Parade founder Cami Téllez and Ben Clymer, founder of Hodinkee, join BoF retail correspondent Cathaleen Chen to discuss the challenges of building digitally-native, direct-to-consumer brands capable of chipping away at mainstays’ market share as performance marketing costs rise.
Building a DTC Challenger Brand.
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Paid advertising on Google, Facebook and other social media no longer provides the obvious path to growth it once did for direct-to-consumer brands. Fashion entrepreneurs need a new playbook to launch, scale and differentiate their brands, as they face new regulations and rising costs of performance marketing. Brands like Gymshark, Hodinkee, Mejuri and Parade show market share can be captured by finding a niche positioning and focusing on brand-building basics.

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