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| • | Flatter with imitation. Amid the current supply-chain crisis and rapidly intensifying consumer expectations, all consumer brands need to take a page from direct-to-consumer e-commerce. These brands use customer interaction, feedback, and data to customize and personalize, which is something that gets lost in conventional retail. [Inc.] | | | | • | Pricey rags. Online fashion companies have excited investors, but unlike tech companies, they must develop capital-intensive products, supply chains, and retail stores. Recent IPOs—and the financials they reveal—underscore how hard it is to profit while scaling a digital fashion business. [Fast Company] | | | | • | Why it matters. Digitally native brands (DNBs) comprise 15% of the new unicorns funded in 2020, up from 10% in 2019 and 5% in 2018. They are growing, on average, at triple the rate of overall e-commerce, while the fastest growing among them have scaled to $1 billion in revenues, from $50 million, in under eight years. | | | | • | Treasure hunt. Fewer than 0.5% of DNBs have reached $100 million in revenues, and more than 90% earn less than $1 million in annual revenues. To identify the rare but potent success stories, investors should know the six key metrics, highest-potential categories, essential tech capabilities, and major pitfalls associated with DNBs. | | | | — Edited by Katy McLaughlin | | This email contains information about McKinsey’s research, insights, services, or events. By opening our emails or clicking on links, you agree to our use of cookies and web tracking technology. For more information on how we use and protect your information, please review our privacy policy. | | You received this email because you subscribed to the On Point newsletter. | | | | Copyright © 2021 | McKinsey & Company, 3 World Trade Center, 175 Greenwich Street, New York, NY 10007 | | | |
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