Have you ever heard of them? The digital native brands or Digital Native Vertical Brand (DNVB)in its meaning in English, are a very common type of company today that are defined, above all, by their strong finger focus. Today we are going to talk a little more about them in depth.
What are digital native brands
To begin with, it must be said that digital native brands or DNVB are companies that were born to develop in the online environment and not offline. Is about specialty brands, and not generalists, who focus on a single type of product (glasses, shoes, t-shirts, flowers, furniture, accessories for dogs, etc.). It could be said that for a DNVB, quality is more important than quality.
Digital native brands are articulated around an integrated business model, where they take care of the entire journey of the product from the warehouse until it reaches the consumer. They are based on the model direct-to-consumer (D2C), or direct to the consumer, to be able to control the relationship with the customer and thus be able to optimize their shopping experience to the fullest. Offer the customer a 100% satisfactory experience It is one of its fundamental pillars.
Likewise, it should be noted that, by dispensing with the typical distribution intermediaries in the sector, this more direct (and controlled) relationship with consumers leads to a greater transparency in communications of the company to this audience.
A more emotional relationship with customers
On the other hand, with their interesting business philosophy, the DNVBs are capable of creating a strong brand identity and this is one of the main aspects that distinguish them from traditional companies. Instead of just meeting consumers’ shopping needs, digitally native brands seek to establish a more emotional relationship with the clients. Because the personality of a brand is what differentiates it from its competitors.
Let’s not forget that a strong brand identity is what leads potential consumers to opt for one brand or another – most of the time regardless of price – because pledge allegiance.
Other characteristic features of native digital brands
In addition, digital native brands:
- They focus on specific consumer segments. The products are designed and marketed to meet the needs of a specific consumer profile and not for a general public. They do not sell only a product, but the experience as well.
- They take care of the relationship with the client to give him the attention as personalized as possible. In the same way, the DNVB carefully manage the quality of the service, during the purchase, the delivery and the after-sales service.
- They do not usually sell their products on marketplaces so that not a single detail of the brand experience is lost.
- His strategy puts the focus on digital marketing and not in the traditional. They are companies that move naturally, especially in .
- Although they are born with an online focus, they can eventually open traditional shops in order to get closer to customers.
Examples of Spanish DNVB
Many native Spanish digital brands in all sectors could be taken as a reference, but some of the most notable examples are Mr Wonderful, hawkers, Tropical, pompeii, Muroexe Y One Oak which we see next.
It is one of the native Spanish digital brands that more popularity has achieved in recent years. It was born in 2011 by two graphic designers and much of its success is due to its strong brand identity.
They started as an online store, and now they are distributed in small establishments and large chains. Mr Wonderful’s products are nothing to write home about (notebooks, cups, cushions, accessories, etc.), but they have managed to stand out well above their competitors due to their casual design and positive and good-natured messages. In fact, someone has taken advantage of this marked character to create, also successfully, his antithesis: .
Considered as “celebrity sunglasses”, Hawkers is the first Spanish company that has sponsored an NBA team, the LA Lakers. Three years after its launch, they were already selling more than 50 countries and invoiced 15 million euros. It is an eCommerce based in Elche that has achieved worldwide success selling quality glasses at an affordable price.
They sell a wide variety of designs and started selling online without intermediaries, with very little financing. Initially, they were dedicated to selling the brand of third parties but with the passage of time and the increase in demand, they decided try your own product to have more autonomy and have greater control of the production and quality of the products.
Tropicfeel is one of footwear that has hit it in this thing that is called collective financing. In 2018 he managed to raise nothing more and nothing less than 2.1 million euros in a crowdfunding campaign through the platform , becoming the most successful campaign of this website in the footwear category in all history. He then went on to raise even more money on Indiegogo.
It is very possible that this DNVB has worked because it has directed its shoes – and by extension its marketing campaigns – at a very specific target. Young millennials, travelers and adventurers who want to have fun without having to worry about their shoes or the comfort of their feet.
Another Spanish DNVB of designer footwear that has managed to take off triumphantly due to the good work of its founders. In this case, four young friends in their twenties from different disciplines (law, business administration, engineering) came up with the idea of starting and creating a company from scratch. taking control of all aspects of the business.
For example, looking for factories to design the shoes or traveling throughout Spain with a van to find physical points of sale. It started as an online store, but Pompeii is already on sale at El Corte Inglés and has two physical stores in Madrid and Valencia.
Muroexe is one of the native Spanish digital brands that have grown the most in recent years. This startup is also dedicated to sneakers and is characterized by giving great importance to the functionality and aesthetics of your products, marketing hybrid and unisex footwear lines between dress shoes and sneakers. In other words, an ideal design for all that market niche – young professionals – who do not like to dress very formally or excessively. sport. The first day they sold 11 slippers and today they already sell more than 250,000 pairs of shoes in more than 51 countries, until consolidating as .
One Oak is another of the great native digital brands that have managed to develop with a very interesting business proposal.
It’s about a sustainable e-commerce dedicated to the design and sale of accessories of all kinds (watches, backpacks, bags, caps…) made with wood. The founders, passionate about watches, considered that it was time to start a company of this type to promote responsible consumption and thus fight against climate change. The best of all? That for each sale, One Oak plants a tree in one of their reforestation projects.
What do you think of our list of native digital brands in Spain? Do you miss any?
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