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The New Retail Playbook: How Fashion and Beauty Brands Can Win in a Multi-channel World
Dior, Gucci, and Burberry are a few of the legacy brands that are investing very aggressively to cop the opportunities that come with multichannel retail, further hammering on how DTC, digital, or brick-and-mortar alone no longer appeals to the larger crop of consumers—but a perfect balance of all.
Elvis Kachi
March 11, 2025
The fashion and beauty industry used to be very generic. That’s no longer the case. It has moved from being a one-size-fits-all marketplace, to an ecosystem where consumers shop across various platforms, including brand-owned websites, social media, and third-party marketplaces. Brands that therefore, limit themselves to a single sales channel, risk missing out on growth opportunities.
According to the Business of Fashion, shoppers who buy omnichannel—both online and in-store—spend 30% more per order and are twice as likely to make repeat purchases than those who only shop in one channel. However, a well-structured multi-channel sales strategy isn’t just about increasing revenue, but also about meeting consumers where they are, creating seamless shopping experiences, and future-proofing a brand in an ever-evolving market.
Image credit: Refy Beauty
So, how can fashion and beauty brands build a strong, diversified sales strategy that drives long-term success and makes them stand out?
The Direct-to-Consumer (DTC) Advantage: Control, Data, and Brand Loyalty
DTC models have transformed how brands connect with customers. “A closer relationship helps us understand what customers want from the brand and lets us give them unique offers,” Marc Rosen, Levi’s executive vice president and president for Levi Strauss Americas, says in a recent interview.