DNVB (Digital Native Vertical Brand) refers to brands that develop essentially online and master their value chain from A to Z.
With the advent of internet commerce, the profile of companies and the way they operate have changed dramatically. The concept of DNVB, a term made famous by Andy Dunn, creator of the Bonobos brand, is proof of this.
Andy Dunn is the pioneer of this concept, which consists of exploiting a vertically-integrated industrial model where the company designs, manufactures, distributes, and markets its product catalog on its own.
DNVBs are brands born online, unlike click-and-mortar or brick-and-click companies. They generally involve B2C transactions rather than B2B transactions and are able to distribute their products directly to consumers via the internet and social networks.
This type of multi-channel marketing creates a real proximity with customers, known as “direct to consumer.” This proximity is facilitated by social networks, which enable the brand to communicate and unite around its values.
Customers play a key role in the way a DNVB operates. They’re directly involved in the evolution of the brand, which never hesitates to seek their advice in order to make choices that are consistent with their expectations. These very active customers are part of the brand’s ambassador community.
They bring significant visibility to the brand, particularly with the unboxing trend on social networks.
If DNVB brands have grown so fast in recent years, it’s especially because they’ve clearly understood the expectations of consumers, especially those aged 20–40. They offer a customer experience that blends digital with physical points of sale.
In fact, according to Antonin Chartier, founder of Jimmy Fairly, it’s essential for a brand to have a physical store in order to offer customers a real brand experience.
If they don't have physical stores from the outset, these companies open pop-up stores, a new form of distribution very popular with millennials. They also often position themselves in niche markets, or emphasize strong values such as local production, authenticity, environmental responsibility, etc.
