As more online beauty companies partner with retail stores for a more seamless shopping experience, they transform and rejuvenate the beauty industry and redefine what it means to shop.
. Inflation, ongoing supply chain woes and an increase in competition are taking a bite out of native direct-to-consumer brands, forcing them to dip in consumer interest and lose billions within their market cap. With the DTC craze slamming into reality, brands are now looking for ways to minimise their loss.
With the re-opening of stores, many consumers waited in line to experience the pleasure of physical retail. The human connection, the ability to feel and try on, and the immediacy of the purchase were what they had missed. This downward trend created a huge opportunity for traditional retailers to modernise and expand their presence to online marketers and retailer sites, creating an effective omnichannel strategy.
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