Affordable Luxury: Millennial No-brand Brands
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- Henry Allen
- 5 years ago
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1 Business & Strategy New online retailers are responding to consumer demand for both value and transparency with a new generation of private label "generic" goods. Affordable Luxury: Millennial No-brand Brands
2 Analysis Ca sh-str a p p ed b ut too b usy to clip coup ons, Millennia ls ha v e d ev elop ed a uniq ue ta ste for a ffor d a b le luxur y. Entr ep r eneur s a r e ca ter ing to this g ener a tion, cr ea ting r eta il sta r t-up s d esig ned to d eliv er q ua lity p r od ucts a t d iscount p r ices. New CPG b r a nd s follow the mod el p ioneer ed b y clothing b r a nd Ev er la ne offer ing a sp ir a tiona l b ut a ffor d a b le p r od ucts b y cutting out the mid d lema n a nd help ing to r ed efine consumer notions of luxur y. In r esp onse to the infla ted a nd often confusing p r icing of g r ocer ies a nd other household items, online p ur e-p la y r eta iler s such a s B r a nd less, B oxed a nd Pub lic Good s ha v e r isen to p r ominence b a sed on a b r a nd ethos d ed ica ted to q ua lity, sa v ing s a nd tr a nsp a r ency. As a r esult, once-sneer ed up on ca teg or ies in p r iv a te-la b el g ood s a r e losing their stig ma a nd b ecome a sp ir a tiona l p r od ucts. Using a comb ina tion of millennia l-fr iend ly b r a nd ing, ca use ma r keting a nd tr a nsp a r ent ma nufa ctur ing, these comp a nies a r e effectiv ely no-b r a nd b r a nd s. Public Goods
3 Spreading out the savings Coming of a g e in a fina ncia l cr isis a nd w ith consta nt inter net a ccess Millennia ls sp end much d iffer ently to their p r ed ecessor s. They a r e d iscount-conscious, b ut cr a v e hig h-end d esig n a nd uniq ue exp er iences. Beauty Pie Consumer s, p a r ticula r ly those in the United S ta tes, a r e fa ced w ith so ma ny op tions a nd op p or tunities to sa v e or d iscov er new b r a nd s. Now mor e tha n ev er, household shop p ing is d iv id ed b etw een fa mily memb er s a nd sp r ea d a cr oss multip le r eta iler s. Accor d ing to d a ta fr om the F ood Ma r keting Institute, 58% of Amer ica n household s sha r e shop p ing d uties b etw een ind iv id ua ls. And the sup er ma r ket is losing g r ocer y ma r ket sha r e in 2 015, only 4 9 % of shop p er s id entified a sup er ma r ket a s their p r ima r y g r ocer y r eta iler. Ten yea r s p r ior, tha t numb er w a s 6 7%. Now, consumer s use a n a v er a g e of fiv e to sev en d iffer ent r eta il cha nnels, d iv id ing g r ocer y p ur cha ses b etw een tr a d itiona l sup er ma r kets, w a r ehouse club s, d iscount stor es, d olla r stor es, b outiq ue g r ocer s a nd online r eta iler s. And b eca use nea r ly ev er y consumer ca teg or y is r ip e for d isr up tion, household p r od ucts a nd their r esp ectiv e b r a nd id entities a r e ev olv ing to a ccommod a te these cha ng ing d ema nd s a nd p er cep tions. B a sed b etw een S ilicon Va lley a nd Minnea p olis, MN, B r a nd less is a new consumer p a cka g ed g ood s comp a ny tha t la unched b a cked b y a $ 50m S er ies B fund ing r ound in July to much fa nfa r e. Cr ea ted b y entr ep r eneur s Tina S ha r key a nd Id o L effler, B r a nd less offer s food, home a nd b ea uty items a t a fla t cost of $ 3 p er item. A limited p r od uct a ssor tment (cur r ently few er tha n 2 00 ind iv id ua l S K Us, soon to incr ea se) keep s p r od uction costs low, w hich in tur n p a sses sa v ing s on to the consumer. Thoug h not ev er y item is necessa r ily chea p er tha n it mig ht cost a t a comp a r a b le r eta iler, such a s Tr a d er Joe' s or a loca l d olla r stor e, w ha t B r a nd less offer s is a n ov er a ll low er a v er a g e ca r t p r ice for a n a ssor tment tha t is a ll g ua r a nteed q ua lity a nd non-gmo.
4 Eliminating decision paralysis A sea r ch for " ja m" on Wa lma r t. com yield s ov er 1. 7k r esults. On B r a nd less: only tw o. B oth in stor es a nd online, customer s fa ce a g lut of op tions w hen it comes to p ur cha sing household items. Myr ia d b r a nd s comp ete for shelf sp a ce or e-commer ce v isib ility, p r od ucing seeming ly simila r p r od ucts a t d iffer ing p r ice p oints. Much like the effect of d a ting a p p s like Tind er on the contemp or a r y d a ting exp er ience, a n ov er a b und a nce of b r a nd s a nd r eta il cha nnels ha s a n ov er w helming effect on the a v er a g e consumer, often a cting a s a d eter r ent to p ur cha ses. As exp lor ed in p sycholog ist B a r r y S chw a r tz' s semina l w or k The Pa r a d ox of Choice, mor e op tions often lea d s to mor e a nxiety a nd, ultima tely, less a ctua l d ecisions. A stud y fr om Nor thw ester n Univ er sity confir med r esults of the fa mous " ja m stud y", id entifying cond itions in w hich r ed uced op tions ca n b est b oost sa les: w hen op tions a r e too comp lica ted, w hen op tions a r e too d ifficult to comp a r e, or w hen consumer s a r e unsur e of their ow n p r efer ences. This b ecomes p a r ticula r ly imp or ta nt for r ea ching Millennia ls, w ho a r e a lr ea d y suffer ing fr om exha ustion a nd a nxiety. The g oa l for new r eta iler s, then, is to str ea mline the shop p ing exp er ience, a ttr a cting new customer s a nd r eta ining them v ia a comb ina tion of conv enience a nd exp er ience. New CPG comp a nies ha v e the op p or tunity to elimina te or a ssua g e the ov er w helming choice p a r a lysis ma ny consumer s find themselv es fa ced w ith w hile shop p ing. B r a nd less, for exa mp le, offer s just a sing le line of p r iv a te la b el p r od ucts, offer ing one v er sion thoug h, d ep end ing on the sp ecific item, sometimes sev er a l fla v our op tions of ea ch p r od uct. All p r od ucts sha r e the sa me p a cka g ing d esig n, p r od uction v a lues, ta king a ssor tments d ow n to b a r e b ones necessities. The online shop p ing exp er ience b ecomes simp ler a nd mor e r elia b le, encour a g ing user s to r etur n or esta b lish r ecur r ing or d er s or sub scr ip tions of p r od ucts they tr ust.
5 Memberships & subscriptions B ea uty Pie is a g lob a l cosmetics sta r t-up w hose mission is to d eliv er hig h-end p r od ucts a t fa ctor y p r ices. After p a ying a fla t yea r ly or monthly memb er ship fee, customer s a r e g r a nted a ccess to w holesa le p r ices on ev er y item. Pr ices a r e b r oken d ow n in clea r ter ms, exp la ining exa ctly w ha t the consumer is p a ying for, a s w ell a s how much they w ould p a y for a comp a r a b le p r od uct a t tr a d itiona l r eta il p r ices. Beauty Pie Boxed Pub lic Good s, a new sta r t-up cur r ently seeking cr ow d fund ing v ia K icksta r ter, p la ns to op er a te und er a simila r mod el. B r ea king d ow n the sup p ly cha in w ith a n ethos simila r to tha t of B r a nd less, Pub lic Good s w ill ma nufa ctur e its ow n g ood s a nd sell them d ir ectly to customer s for only w ha t those g ood s cost to ma ke. The B r ooklynb a sed comp a ny, w hose or ig ina l g oa l w a s just $ 2 0k, ha s a lr ea d y ea r ned ov er $ 2 00k in fund ing a nd w ill b eg in p r od uction on a n exp a nd ed line of g r ocer ies, b a b y p r od ucts, linens a nd mor e la ter this yea r. B r a nd less a lso offer s a memb er ship op tion, v ia its B. Mor e p r og r a m, in w hich memb er s r eceiv e fr ee ship p ing for ev er y ov er ov er $ 4 9 in excha ng e for a yea r ly fee of $ 36. F or ev er y B. Mor e memb er, the comp a ny d ona tes to F eed ing Amer ica, a cha r ity d ed ica ted to fig hting hung er a nd p ov er ty in the United S ta tes. On the other sid e of the sp ectr um is B oxed, a new sta r t up tha t a ttemp ts to r ep lica te the conv enince of b ulk stor e such a s Costco or B Js online w ithout using a simila r memb er ship or sub scr ip tion mod el. Consumer s ca n a ccess b ulk home a nd g r ocer y p r od ucts a t w a r ehouse p r ices. The comp a ny g r ossed a n estima ted $ 100 million in r ev enue in A sma r tp hone a p p a nd q uick d eliv er y a d d ev en mor e conv enience to the b ulk shop p ing a lter na tiv e.
6 Experience & online community Thoug h ma ny consumer s ma y b e ha p p y to nev er r etur n to the lines a nd ov er w helming selection a t their loca l sup er ma r ket, it is imp or ta nt for p ur e-p la y op er a tor s to enr ich the online shop p ing exp er ience w ith mor e tha n just conv enience. Boxed Deciem, the Tor onto-b a sed skinca r e comp a ny w hose line The Or d ina r y ha s cr ea ted b uzz v ia simp le ing r ed ient lists, r ock-b ottom p r ices, a nd emp ha sis on science, sup p lements its e-commer ce w ith stor es, p op -up s, a nd online ed uca tion w her ev er p ossib le. We a r e g oing out of our w a y to ma ke it a b out a n exp er ience mor e so tha n just p r od uct, found er B r a nd on Tr ua xe told WWD in B eca use p r od uct r ev iew s a r e key for the success of online b ea uty r eta iler s, Deciem a ctiv ely eng a g es w ith its customer b a se on socia l med ia, encour a g ing infor ma tion sha r ing a nd p er sona l testimonia ls. Tha t focus on exp er ience a nd community ha s b een successful: b etw een a nd 2 017, Deciem' s d ir ect-to-consumer b usiness incr ea se 1, 2 50%. Deciem F or Pub lic Good s, community b uild ing is key. After a successful fir st r un in tha t includ ed a limited r a ng e of household clea ning a nd b ea uty sup p lies, the comp a ny took to K icksta r ter to fund its next d ev elop ments. Thr oug hout the ca mp a ig n, Pub lic Good s is offer ing lifetime memb er ship s to user s contr ib uting ov er $ 4 9 a much b etter d ea l, in the long r un, tha n its $ 12 monthly r a te once the b r a nd officia lly la unches in S ep temb er This inv ests in b uild ing long -ter m customer r ela tionship s, incentiv ising ea r ly a d op ter s a nd encour a g ing a feeling of loya lty to the b r a nd. S o fa r, ov er 4. 5k p eop le a r ound the w or ld ha v e b a cked Pub lic Good s v ia its officia l K icksta r ter. Desp ite the la ck of officia l memb er ship community, B oxed, the online " Costco for Millennia ls", comp etes w ith the in-stor e exp er ience of its b r icks-a nd -mor ta r r iv a l w ho fa mously offer s sna cks a nd sa mp les thr oug hout the w a r ehouse b y offer ing fr ee sa mp les ser v ing s on-d ema nd v ia d eliv er y.
7 Millennial-friendly values & branding A successful CPG b r a nd in 2 017, p a r ticula r ly a mong Millennia ls, must b e a b le to d eliv er b oth conv enience a nd v a lues. Public Goods F or the conscious consumer, g r ocer y a nd CPG op tions a r e often limited, a s ing r ed ient lists ca n b e ha r d to p a r se, or ig in d ifficult to tr a ce, a nd ma nufa ctur ing a cha lleng e to ensur e ethica l p r od uction. Wha t these new online r eta iler s a r e a b le to d o w ell is d eliv er a sea mless shop p ing exp er ience to a consumer w ho is conscious of b oth their ow n time a nd b enefitting the socia l g ood. Accor d ing to r esea r ch fr om consulta ncy Ing r ed ient Communica tions, 73% of consumer s sur v eyed w er e w illing to p a y mor e for p r od ucts w ith " clea n la b els, " tha t is, conta ining a simp le list of r ecog nisa b le ing r ed ients. Of the 1, 300 sur v eyed fr om Nor th Amer ica, Eur op e, a nd Asia, 52 % cla imed they w ould p a y p r ices up to 10% hig her. The r ise of Ama zon a nd its entr a nce into nea r ly ev er y consumer ca teg or y ha s r ocked customer exp ecta tions, for cing other r eta iler s to offer simila r ly conv enient, or ev en mor e str ess-fr ee, exp er iences. F or ma ny Millennia l consumer s esp ecia lly, these v a lues outw eig h a ctua l sa v ing s. Accor d ing to K a nta r R eta il, a str a teg ic r eta il consulta ncy, nea r ly six in ten shop p er s list a " str ess-fr ee exp er ience" a mong the top four most imp or ta nt elements of a shop p ing tr ip. Among these new online r eta iler s, ther e is a noticea b le shift in d esig n a nd p r od uct offer ing tha t r eflect a w or ld b end ing to the p r efer ences of Millennia l consumer s. Pa cka g ing b ea r s ev er -p op ula r sa ns ser if fonts, clea n lines a nd b r ig ht colour s; insid e, it houses of-the-moment p r od ucts like coconut oil or hea lth conscious sna cks.
8 Tone of voice As fir st seen d ev elop ing in the contemp or a r y a p p a r el sector, b r a nd s a r e no long er find ing the sa me success w ith tr a d itiona l v oice a nd messa g ing. Ca ter ing to a young er, tech-sa v v y consumer, these b r a nd s a d op t a hip p er v oice tha t sp ea ks to shop p er s a s p eer s, r a ther tha n a d d r essing the ster eotyp ica l housew ife p er sona often a ssocia ted w ith g r ocer y shop p ing. The la ng ua g e of B r a nd less is mor e like tha t of a n e-commer ce sta r t up r a ther tha n a g r ocer y stor e. Messa g es such a s " B etter Ev er ything. F or Ev er yone. All $ 3". hig hlig ht inclusiv ity, w hile r esour ces on the officia l site a llow g uests a b ehind -the-scenes look a t p r od uction a nd p r icing. How ev er, not a ll of these b r a nd s choose a p la yful ta ck. Deciem, w hose sta b le of d ir ect-to-consumer skinca r e la b els uses scientific la ng ua g e a s a cor e a sp ect of its tr a nsp a r ent b usiness p hilosop hy, p r ior itises function ov er fun or g la mour.
9 Action points B eca use the g r ocer y a nd household sector s a r e so comp a r tmenta lised, cr ea ting loya l mono-b r a nd consumer s is a cha lleng e for these new r eta iler s. Pr od uct offer ing s must meet a s ma ny need s for the ta r g et consumer a s p ossib le, w ithout ov er w helming the customer w ith too ma ny op tions. L ike successful d ir ect-to-consumer b r a nd s in other ca teg or ies, b uild ing b r a nd a lleg ia nce is key. This is p a r ticula r ly imp or ta nt for those in sector s such a s cosmetics or skinca r e, w her e r ev iew s a nd p er sona l testimony ca n help r ep la ce the exp er ience lost w ithout p hysica l stor es. Tr a d itiona l r eta iler s w ill need to look a t w a ys of r ed ucing comp lexity fr om their r a ng es to help ser v ice this kind of consumer, using clea r a nd str a ig htfor w a r d la b elling to comp ete w ith these new p la yer s.
10 Related reports The Food Rush: Innovation & Sustainable Retail: Incubators New Product Relationships The New Grocery Retail Spaces Hip Health: Direct-to-Consumer Top 5 Direct-to-Consumer Beauty Brands Brands Millennials: New Food Convenience Powered by TCPDF (
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