What are digitally native brands?

A digitally native brand is typically one that was created and operates primarily online, often targeting consumers who are also inherently comfortable with digital platforms and technologies. These brands have a few distinctive characteristics:

• Born Online: These brands were established on the internet and primarily use digital channels to sell their products. They cater to consumers who are adept with digital tools and platforms, often focusing on millennials or fully digitally aware customers.
• Customer Obsessed: They have a strong focus on understanding and serving their customers. This close relationship enables them to better respond to customer needs and preferences.
• Vertically Integrated: Many digitally native brands control both the production and sales processes, allowing them to manage the entire customer experience from development to delivery. This helps them to react swiftly to customer feedback and market trends 1.
• Direct-to-Consumer: These brands often sell directly to consumers, bypassing traditional retail channels. This direct relationship helps them gather valuable data and enhances their ability to personalize and improve their offerings 2.

Examples of digitally native brands include companies that have leveraged their deep understanding of online behaviors and digital marketing to build strong, loyal customer bases entirely through online platforms.