D2C subscriptions were all the rage for a time. It started with Dollar Shave Club. And brands like Blue Apron, Stitch Fix and Birch Box followed suit.
The most popular categories for subscriptions are food and drink (37%), personal care/health/fitness (36%), and pets (32%).
But, based on new research from Attest, the overall trend for D2C subscriptions is down. 41% of Americans currently have an active product subscription, down from 47% just nine months ago. And people with multiple subscriptions have dropped from 21% to 18% since last year. (Mahoney, 2021)
So what do we think about D2C subscriptions? Why do people buy them? Why are fewer people interested now than before? Do you have a subscription? If so, how many? Why do you like/dislike them? Do you think that they will continue to decline in popularity? Or is there a way for them to become more popular again?
Mahoney, S. (2021, October 7) Consumers Tiring of D2C Subscription Brands. mediapost.com. retrieved October 13, 2021, from
1 comment:
There is no doubt that D2C benefits companies' revenue because it controls all funds, but whether or not it benefits consumers, I think it depends. Stitch Fix successfully practices the D2C model, I am happy for this brand's achievement over these years. As a company, Stitch Fix set an excellent example for other brands to look up to by using D2C instead of traditional retail. However, personally, as a customer, I will doubt the safety since D2C companies can access and collect my data. What's more, D2C allows manufacturers more control over their brands; companies certainly care about their profit and other benefits first, even though they would say their purpose is to benefit customers. So letting companies have total control might not have a positive impact on consumers. I don't think D2C will die because as long as it helps people make money, companies will use this structure. And the technology development also assisted companies with a D2C strategy. However, D2C wouldn't be able to take over all of the other business structures because not every customer would be keen on it as much as companies do.
Post a Comment