Direct-to-Consumer

(D2C) Companies

Industry Analysis and Market Estimate

Page 01 Page 14

01 Executive Summary 04 TAM

Page 03

02 Introduction
a. Background and Context
b. Scope of Analysis
c. Key Findings

Page 05

03 Market Analysis
a. What is D2C?
b. Landscape
c. Challenges
 EXECUTIVE SUMMARY

This report was published by PipeCandy Inc. to explore the D2C segment and estimate the total
addressable market (TAM) for D2C Fashion. The report analyzes the global Direct-to-Consumer (D2C)
market and the D2C Fashion Brands eCommerce segment, estimates Total Addressable Market and
profiles companies in terms of Web Sales, Product Category and Catalog Size.

For this analysis, we define “D2C Companies” as “any business that sells directly to its consumers via
online channels while seeking to provide an end-to-end brand experience by focusing on product
design, marketing and customer engagement.”

We used a mix of top-down and bottom-up approaches to analyze the D2C market, with a particular
focus on fashion brands. Our analysis reveals the D2C market has one ‘long tail’ segment consisting
of small businesses and start-ups, and three segments that are smaller in number but dominate the
market in terms of presence and sales. This ‘long tail’ structure is typical of the eCommerce industry
in general. To estimate the total market size, we studied each of these segments and company
distribution by Catalog Size, Product Category and Web Sales for each segment. This was
supplemented by a bottom-up approach by analyzing the extensive PipeCandy database of
eCommerce companies.

The total D2C market comprises of approximately 22,000 companies. Nearly 90% (20,000
companies) of the D2C market is made up of small lifestyle brands; the rest of the market comprises
of three primary company segments:

1. The emergence of a several fast-growing, buzz-worthy DNVB brands (500-1000 companies)

2. Traditional B2B2C brands (200-400 companies) and

3. Legacy fashion retail megabrands (100-200 companies)

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For the purpose of this report, we will combine the traditional B2B2C brands and legacy fashion retail
megabrands together as “Traditional Brands”.

The three major product categories in the D2C Fashion Market are Apparel, Cosmetics and Jewelry.
Apparel dominates the market with a share of nearly 75% with Cosmetics (17%) and Jewelry (8%)
taking up the rear.

From a catalog size perspective, there are about 5000-6000 companies that have more than 500
SKUs. The proportion of these companies vary by segment: over 90% of the Traditional segment
have over 500 SKUs, while just 20% of DNVB companies have more than 500 SKUs. Almost all ‘long
tail’ companies have less than 500 SKUs.

Further insights from this research are provided in the section ‘Key Findings’ (Section 2.c) of this
report. Details of the segment-level analysis including numbers and charts are available in the section
‘Segment Analysis (Section 3.d) of this report.

Based on the TAM figures, this report concludes that

1. The DNVB companies, by their very nature focus on specific verticals within their product category
and are likely to have a small catalog to start with. However, they do need greater degree of
accuracy and descriptive skill in product tagging as they need to connect with their consumers.
Further, given their active presence online and on social media, there is a more frequent need for a
product to help with image tagging and description.

2. The long tail DTC Ecommerce Brands have a significant sub-segment (7,500-10,000 companies)
that have over 200 SKUs and change their catalog at least once a quarter. These may be suitable for
a leaner scaled down solution. The key drivers of adoption will be the frequency of need and the
ability to pay per use, without an annual lock-in.

3. The DNVB segment is fast growing and new companies emerge every week. So it may be a good
idea to track long tail company performance and identify emerging DNVB brands early.

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 INTRODUCTION

a. Background & Context

This report analyzes the global Direct-to-Consumer (D2C) market, the D2C Fashion eCommerce
segment, estimates Total Addressable Market and profiles companies in terms of Web Sales, Product
Category and Catalog Size.

b. Scope of Analysis

We initially restricted focus to emerging D2C brands that are digitally native – DNVBs and then
branched out to include two other segments.

1. Enterprise brands that have developed D2C sales channels

We then did a deep-dive on Fashion D2C companies – selling Apparel, Accessories, Jewelry and
Cosmetics.

c. Key Findings

1. Across all three brand segments in our scope, Apparel is the dominant category within
Fashion with a share of at least 75%

2. Beauty & Cosmetics outpaces Jewelry & Luxury sales in the long tail DTC ecommerce and
DNVB segments; and vice-versa in the Traditional segment

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3. DNVBs differ from the Enterprise and long-tail D2C ecommerce brands in that they are
extremely niche-players, selling one type of product such as Footwear or Eyewear, while
obsessing over Branding and Customer experience

4. There are about 500 startups in the D2C space that have collectively raised $3 Billion in
funding

5. About 52% Enterprise brands make anywhere between $10M and $100M in web sales

6. Increase in disposable income is contributing to an ever-burgeoning middle-class population.

7. Number of fashion consumers is expected to grow to more than 1B by 2020

8. APAC – China in particular is a major fashion consumer

9. Majority of the shopper cohort is between 16-34 years of age

10. Selling via Social – Facebook, Instagram, Pinterest and Snapchat has caught on and brands
are telling a new narrative by going D2C

11. Pressure on mediocre players from socially responsible brands that stand for a cause.

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 MARKET ANALYSIS

a. WHAT IS D2C?

Direct-to-consumer (D2C) sales has been one of the most significant trends in the consumer goods
industry in the last few years. This has been fueled by the rise of online commerce as a sales channel
and by social for branding and customer engagement. Many of the most talked-about consumer
brands now - Warby Parker, Everlane, Bonobos – all started as digital-first eCommerce companies
selling to consumers without any intermediaries such as wholesalers or retailers.

However, the D2C market is not just these ‘Digitally Native Vertical Brands’ (DNVBs). Many traditional
B2B2C brands such as Nike and branded retail chains such as Gap or Timberland are also
aggressively pursuing digital D2C strategies.

For these companies, the promise of D2C is greater connect with millennial consumers who go
beyond product features and look for a lifestyle and emotional fit with the brand values and total
brand engagement. Another compelling reason is the potential to collect rich customer data that can
be turned into greater personalization and higher lifetime value.

b. LANDSCAPE

Any eCommerce company that owns its Branding, Designing and Production activities can be
classified as a D2C eCommerce company.

The D2C channel is growing at 44% YoY as on 2017. The average e-commerce retailer grows at 16%
YoY.

The D2C movement was in its nascent stage around 2011. Today, there are an estimated 500 D2C
startups that have collectively raised about $3 billion in venture capital since 2012.

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Based on our analysis, we see that DTC eCommerce brands can be classified into four segments.

1. Brand manufacturers – like Nike, Adidas – whose business model was primarily B2B2C before
they went D2C offline and online.

2. Brick-and-mortar D2C retail chains that have gone digital – like GAP, Timberland

For the purpose of this report, we will consider the above two segments together as ‘Enterprise-level
brands'. There are a few hundred players in these segments, which typically sell through retailers or
their own brick-and-mortar stores.

3. D2C brands selling through their own ecommerce store

This segment forms the largest chunk of the Brands universe. Many of them are ‘long-tail’ companies
and continue to be in their budding phase. It’s important to keep tracking how these companies
perform because given the emergence of Digitally Native brands that are extremely vertical focused,
these companies may resort to a vertical strategy later or even open their own brick-and-mortar
store.

4. Digitally Native brands

DNVBs are very different from their e-commerce resellers. They lay extreme emphasis on Brand
Marketing and Customer experience and invariably sell only one kind of product. This narrow focus
on product type gives them enough room to build their Brand and focus on increasing Customer LTV
by delivering personalized customer experiences.

c. CHALLENGES

Opportunities to build large-scale D2C brands online seem limited. The kind of companies that have
seen obvious success with the D2C model are Warby Parker, Dollar Shave Club (Unilever) because
their market dynamics were of a specific kind – one giant dominating 70%+ of the market. These two
companies disrupted the consolidation in their respective industries, cutting down prices and offering
a better experience. Not all industries exhibit the same dynamics as razors and eyewear once did.

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Moreover, the new middleman is not a shopping mall / retailer but Social – Amazon, Facebook,
Instagram, etc. All D2C companies are competing through the same channels, targeting the same
customers – mostly millennials – driving up average CAC. As some in the industry say, “CAC is the
new rent”.

Fung Global Retail and Technology explains some of the opportunities and challenges for the DTC
segment below.

c. SEGMENT ANALYSIS

In this section, we analyze how the addressable market in each of the three brand segments outlined
earlier is distributed in terms of Catalog Size, Product Category and Web Sales.

1. Enterprise Brands

Per our analysis through the top-down and bottom-up approach, we estimate the size of the
addressable market in this segment at about 500 companies.

Of the 500 companies 52% of them sell Apparel, 46% sell Jewelry and Luxury goods, and 2% sell
Cosmetic items.

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This graph tracks the sales incurred through the own webstore of these companies

Only 2-3% of Enterprise brands have >$1B in online sales, which indicates that sales primarily occurs
through the traditional B2B2C business model.

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We analyzed the Catalog Size distribution and guess what? Almost 90% of all Enterprise-level D2C
companies have 500 or more SKUs! And yet only about 2-3% make billion dollars or more. This is in
stark contrast to Digitally Native brands, where the trend is contrary.

2. D2C Ecommerce Brands selling through their own webstore

Per our analysis, we estimate the size of the addressable market in this segment at about 20,000
companies. Diving into how these companies are split by Product Category, Catalog Size and Web
Sales, we see that Apparel and Accessories dominates this segment as well, at 60%. Cosmetics
comes in second at 31%

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About 80% of this market – approximately 16,000 companies – is ‘long-tail’, i.e. has web sales <$1M.

23% of companies (or) approximately 4,500 companies have >500 SKUs.

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3. Digitally Native Brands - DNVBs

Andy Dunn, the CEO of men’s clothing retailer Bonobos was the first one to coin the word “Digitally
Native Vertical Brands” or DNVB. He said, “The E-Commerce company is a channel; the V-
Commerce company is a brand. The E-Commerce company has low margins; the DNVB has high
margins. The E-Commerce company can grow unbelievably fast; the DNVB can’t grow as fast, but
it’s more valuable in the long run because it’s about more than just price.”

2015 and 2016 were marked by the two largest funding deals ever (Warby Parker & The Honest
Company).

Below are some insights on the DNVB Fashion space.

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Per our analysis, we estimate that there are about 500 companies in this segment, of which 77% sell
Apparel and Accessories. The second most popular category is Cosmetics at 19%. About 3-4% sell
Jewelry and Luxury items.

Just about 3% of companies in this segment make <$1M in web sales! Interesting to see how being
hyper-focused in product type, branding and customer experience pays off, unlike the previous
segment where brands do not give any special emphasis on customer experience or omnichannel
personalization.

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Going by number of SKUs, 17% of the market or approximately 80-90 companies have 500+ SKUs.

In this section, we consolidate our findings from the above analyses to visualize the Total
Addressable Market and its spread across Catalog Size, Product Categories and Web Sales.

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 TOTAL ADDRESSABLE
MARKET

TOTAL ADDRESSABLE MARKET – TAM

Total Addressable Market (TAM) is the estimated universe of companies in this market. TAM was a
bottom-up exercise, where we estimated the size of each segment and then aggregated them up to
arrive at the TAM for the entire market.

Web Sales, Catalog Size and Product Category distributions have been indicated as percentage of
the Total Addressable Market. The same figures were represented by the graphs in the previous
section.

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