DTC Dispatch #050

LATEST NEWS

Diesel and Savage X Fenty collaborate on lingerie, apparel capsule

Diesel has teamed up with Savage X Fenty, Rihanna's brand, for a new lingerie and apparel collaboration, as announced in a press release shared with Fashion Dive.

The 34-piece collection, priced between $30 and $90, aims to showcase both brands' commitment to inclusivity and bold self-expression.

This launch aligns with Diesel's efforts to appeal to Generation Z consumers, who now represent 35% of the brand's customer base, according to the OTB Group-owned company.

Our take: Diesel’s collaboration with Savage X Fenty is a strategic move that could reshape its presence in the competitive fashion market. By teaming up with Rihanna's brand, Diesel taps into the powerful influence and cultural relevance that Savage X Fenty has cultivated, particularly among younger consumers. This partnership is not just about blending aesthetics; it’s a statement about inclusivity and embracing authenticity, resonating strongly with the values of Gen Z.

The collection's price range of $30 to $90 is a smart choice, making it accessible to a broad audience while maintaining a premium feel. It positions both brands as more than just fashion labels—they become symbols of self-love and individuality. As Diesel looks to solidify its appeal among Gen Z, this collaboration could be the perfect catalyst to boost its brand perception and expand its reach. However, sustaining this momentum will require continued innovation and a deep understanding of evolving consumer preferences.

BFCM is the peak season for DTC brands.

Unfortunately, it's also the peak season for fraudsters.

Many DTC merchants prioritize BFCM conversion strategies but neglect fraud protection, leaving their businesses vulnerable.

Mastercard reported a 35% increase in eCommerce fraud during last year's BFCM period and a total yearly loss of $48 billion.

Don't underestimate the importance of fraud prevention; download "The Ultimate Fraud Prevention Checklist for BFCM" to ensure your business is primed to protect its bottom-line profit.

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We checked out CVS’s pilot program that lets shoppers unlock display cases with their phones

Locked display cases, a common theft-prevention measure that puts much of a store's inventory behind glass, are becoming increasingly unpopular with shoppers, making many stores resemble claw machine arcades.

According to a survey by Consumer World, a consumer advocacy website, only 32% of shoppers ask an employee to unlock a case when they find a desired item locked away. Meanwhile, 55% choose to look for the same product at a different store rather than trying to find an unlocked alternative in the same location.

In response, CVS is testing a new system that could make these locked cases more user-friendly, allowing shoppers to unlock them using their phones instead of waiting for assistance from store employees.

Our take: The rise of locked display cases in retail highlights the tension between preventing theft and maintaining a positive customer experience. While these cases might protect merchandise, they often create a frustrating shopping environment that can drive customers away. The fact that more than half of shoppers would rather visit another store than wait for an employee to unlock a case underscores how much these measures can undermine sales and loyalty.

CVS’s decision to test a system that allows customers to unlock cases with their phones is a promising step in the right direction. It shows a willingness to address customer frustration without sacrificing security. This approach could make shopping more seamless and empower customers, especially those who value efficiency. If successful, this solution could set a new standard in retail, balancing theft prevention with a more convenient, tech-enhanced shopping experience.

However, it’s crucial for CVS and other retailers to continue evaluating how these measures affect the overall shopping journey. While mobile unlocking might reduce frustration, it doesn’t entirely replace the ease of browsing freely accessible products. Ultimately, retailers must find a balance that protects their inventory while also making their stores inviting and accessible to shoppers.

ColourPop’s Bratz Collection Is Nearly Here, and It’s a Throwback to the Early 2000s

ColourPop has once again tapped into the power of nostalgia with a makeup collection that’s poised to captivate fans. After the success of its collaborations with Stranger Things and Disney’s Haunted Mansion, the brand has set its sights on a new throwback favorite: Bratz. On October 10, ColourPop is launching the highly anticipated ColourPop x Bratz Collection, a tribute to the iconic early 2000s dolls—Cloe, Jade, Sasha, and Yasmin.

Bratz dolls became famous for their bold, glamorous beauty looks, featuring striking eyeliner, dramatic eyeshadow, sculpted brows, contoured cheeks, and voluminous lips. The ColourPop x Bratz collection brings this signature style to life, offering liquid eyeliners in vibrant shades like hot pink and lavender, lip kits tailored to each doll’s unique vibe, and a versatile eyeshadow palette featuring matte, metallic, matte sparkle, and glitter finishes.

Shoppers can buy individual pieces or splurge on the entire collection to fully embrace the Bratz aesthetic. Exclusively available on ColourPop.com, this collection is sure to ignite nostalgia and inspire fans to unleash their inner Bratz.

Our take: ColourPop’s success with nostalgia continues with the ColourPop x Bratz Collection, appealing to those who remember the iconic looks of Cloe, Jade, Sasha, and Yasmin. This launch is more than makeup—it’s a time capsule to the early 2000s with a modern twist.

The collection blends past and present, featuring bold liquid eyeliners, detailed lip kits, and an eyeshadow palette with versatile finishes. It’s perfect for recreating classic Bratz styles or experimenting with contemporary drama.

By offering individual items and a full set, ColourPop caters to both casual fans and collectors. The exclusive online availability adds urgency, making this a clever, buzzworthy move that invites fans to channel their inner Bratz.

Gap partners with Cult Gaia on holiday collection

The 35-piece collection combines Gap’s classic essentials with Cult Gaia’s modern, sculptural style, celebrating women's beauty and individuality with designs for both women and kids.

It includes holiday-ready items like outerwear, mini slip dresses, and updated classics with unique details such as chain-link accents and gold hardware. Highlights include the Denim Bustier ($88), Leather Pants ($498), Jacket ($498), Backless Classic Shirt ($88), and Vegan Fur Coat ($328). Gap’s arch logo is reimagined as “Gaia” on a Baseball Cap ($35) and Cropped Logo Sweatshirt ($78).

“This collaboration with Cult Gaia beautifully reinterprets Gap’s icons with a focus on detail,” said Mark Breitbard, Gap’s President & CEO. “We’re delivering elevated styles that our customers will cherish.”

The campaign, directed by Louise and Maria Thornfeldt, features Tina Kunakey, Kristina Byerley, Kelly Lim, Irene Law, and Christen Rhule, celebrating modern womanhood.

“Reimagining Gap’s classics through Cult Gaia’s lens has been an incredible journey,” said Jasmin Larian Hekmat, founder of Cult Gaia, emphasizing the blend of timeless staples with artistic flair.

Our take: The Gap x Cult Gaia collaboration skillfully blends classic and contemporary styles, reimagining staple pieces with an artistic twist. By combining Gap’s timeless essentials with Cult Gaia’s sculptural flair, the collection strikes a unique balance between everyday wearability and high-fashion sensibility.

The focus on details like chain-link accents and luxurious materials elevates the collection beyond typical seasonal offerings. Items like the Denim Bustier and Vegan Fur Coat balance classic silhouettes with modern trends, making them versatile yet distinct.

Additionally, the collaboration celebrates women’s individuality and strength, aligning with the current emphasis on self-expression in fashion. The campaign featuring diverse models reinforces this inclusive message.

Overall, the Gap x Cult Gaia collection is a smart move, blending nostalgia with innovation to create pieces that feel both timeless and timely, likely resonating with a broad audience.

Authentic Brands Group and Saks Global Launch New Luxury Platform: Authentic Luxury Group

Building on the success of its partnership with Barneys New York, Authentic Luxury Group (ALG) plans to leverage the strengths of Authentic Brands Group and Saks Global to expand its luxury brands across sectors like fashion, retail, digital, hospitality, real estate, art, and travel.

This joint venture will feature a portfolio of luxury and accessible brands, including Barneys New York, Judith Leiber Couture, Hervé Léger, and Vince, aiming to redefine the modern luxury experience for customers worldwide.

ALG will serve as an incubator for brand growth through strategic licensing agreements and distribution channels. Barneys New York will be the flagship brand for accelerated development, and ALG will also expand into lifestyle categories, similar to the Barneys New York Residences launched in Tulum, Mexico, earlier this year. The group will partner with exclusive real estate developers to create branded luxury residences, condominiums, and hotels in prestigious locations worldwide.

Our take: The launch of Authentic Luxury Group (ALG) marks a notable change in the luxury retail scene. By combining the strengths of Authentic Brands Group and Saks Global, ALG aims to redefine modern luxury while honoring iconic brands like Barneys New York and Judith Leiber Couture, with a focus on making luxury more accessible.

ALG will act as a growth incubator, using strategic licensing and distribution to quickly adapt to market trends. By positioning Barneys New York as its flagship brand, ALG aims to revitalize its legacy and attract a younger luxury audience.

Additionally, ALG's plans to expand into lifestyle offerings, like the Barneys New York Residences in Tulum, indicate a broader vision beyond traditional retail. This strategy enhances brand reach and creates a more immersive luxury experience for consumers.

By collaborating with real estate developers to create branded residences and hotels, ALG positions itself as a leader in experiential luxury, catering to consumers' desires for unique experiences.

In short, ALG's initiative combines brand heritage with modern consumer demands, appealing to both luxury enthusiasts and a wider audience eager to connect with these iconic brands.