E.Commerce is being redefined by a few companies which are taking the supply chain by the horns. Confident in their style and product expertise, these businesses are controlling the entire chain - from design, branding, manufacturing and distribution. The new e-retailers are meeting customers where and how they want to buy, with narrow well-edited, well-designed product assortments, and easy online purchase & delivery. The rise of the subscription-based proposition offers another level of convenience, which has proven to be especially successful for need-based Dollar Shave Club.
Pricepoint is often another key component of the new wave of propositions; by controlling production and eliminating sales and distribution agents, optimizing value at an accessible price has been an achievable and profitable concept. This not only allows each of these retailers to produce well-designed, high quality product, but they are able to provide them to customers at 30-50% lower than traditional retailers with significantly higher operating costs (think retailers with store-fronts, brands with high marketing budgets, and e.retailers buying branded product).
The group of brands above also reaffirm the already strong consumer sentiment towards all things nostalgic, particularly when it comes to men. Even the subscription model gives a nod to milk bottle and newspaper delivery of yesterday. And they aren't bad gift ideas either - unlike your aunt's fruit of the month club.