B2C is a distance to reduce
Recently, successful projects in the field of digital retail have focused on the concept of “democratization” of access to creations. It is certainly a topic more felt in nations like the United States, where everything is really mediated by big chains, but that has nevertheless led to initiatives that have explicitly wanted to undermine certain market equilibrium.
In fact, disintermediation is not meant simply as giving access to large stocks of branded products, but in putting consumers in touch with new offers and names. Among the cases often cited there is Nineteenth Amendment, which organizes the presale to the public of new collections of designers at debut (or almost). And with an organized network of suppliers that allows designers themselves to produce small batches on demand after selling them online.
Everyone says that the digital retail game is about being closer to consumers and their needs, which is not just about selling more comfortably. Looking to the future may mean offering services of “curation” (and here there is room for the mantra of personalization) or even going beyond the concept of possession. The success of Rent the Runway and its “rented” garments may seem a bit extreme, but it is an interesting case of a product that becomes a service.
Or better, still go from the sale of products to subscriptions: the customer pays a monthly subscription and we send him what we think is best for him. It is the subscription economy to which many look after the good and unexpected results in the beauty field (Dollar Shave Club, Birchbox) and fashion (still Rent the Runway, TrunkClub), and that is extending from animal products to technological gadgets. In short, there is technology, we only need new ideas.