Transparency and authenticity, the key values ​​for success on the Internet

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Dimaeiya333
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Joined: Sat Dec 21, 2024 3:37 am

Transparency and authenticity, the key values ​​for success on the Internet

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If DNVBs have been so successful in recent years, it is due both to their model, as we have seen, but also to the key role of the founder (and the teams) who are committed to meeting the expectations of their customers . But above all, they understand and share these expectations because they themselves come from the new generations who have grown up with the Internet.

Indeed, today, more than ever, consumers are looking for meaning and transparency in their consumption. The direct-to-consumer business model of DNVBs allows them to limit the number of intermediaries in the production and purchasing chain. Thus, by eliminating intermediaries, DNVBs can control their entire supply chain and master quality and know-how. They are thus fully responsible for what they produce and sell, and can therefore be perfectly transparent. This is the choice of Nicolas Morschl , founder of the DNVB specialising in home linens Bonsoirs ( 80.7K followers on Instagram ). When founding his company, he chose to control the entire value chain : from sourcing to sales in a direct-to-consumer model, which is done exclusively online. In terms of sources of supply, Bonsoirs bed linen is made from cotton made in France using fabrics from the Middle East and India, and the bath linen is made from GOTS-certified organic cotton, as he explains in a recent podcast .

Nowadays, one of the values ​​that most interests consumers is transparency. They do not hesitate to go to a competitor if the brand they used to buy does not correspond to their values ​​or stops doing so. In addition, many of them favour short circuits, as well as responsible and ethical production channels .

According to a study conducted by Kantar in 2020, nearly 64% of French people are leaning towards short circuits for their purchases. And this trend is not limited to France: all over the world, consumers are looking for transparency in their consumption. In March 2022, CapGemini conducted a survey which also highlighted that 73% of consumers are willing to pay more for a product that offers complete transparency. DNVBs have been among the first to capitalise on this value and to redouble their efforts to be as transparent as possible, following the example of the founder of Everlane ( 1 million followers on Instagram ) who wanted to create a fully tra vp engineering email database nsparent and sustainable luxury fashion brand . He was one of the first to reveal the ins and outs of the production of a garment by showing the different cost share. Nowadays, other brands do not hesitate to detail the different costs necessary to produce a good in the form of receipts (as Maison Cléo ( 126K followers on Instagram ) has done by revealing its to justify the prices of its handcrafted pieces).

Today, 86% of consumers say that authenticity is a key differentiating factor that leads to a purchase decision, and this figure even rises to 90% among millennials. This growing need for transparency and authenticity is felt on both sides and allows the founders of DNVBs to meet with their different communities. More transparency, more authenticity and more proximity are the real keys to the success of these companies that flourish on the web all over the world. The founders do not hesitate to strengthen the bond with their audience by talking to them openly, about their success, of course, but also about their doubts and the difficulties they may encounter along the way. This is the case, for example, of the French DNVB le Slip Français , which has created an entire playlist on its YouTube channel called “les aventures du Slip Français” to share its journey. The founder also participates in a series of videos on entrepreneurship to guide those who want to start their own adventure. Of course, he is not the only one speaking and communicating directly with his community, which once again demonstrates the importance of transparency and authenticity for the DNVBs and their customers, who expect nothing less from these startups and, above all, from the people behind them.
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