While traditional brands have cut costs during COVID, Allbirds, a digitally native shoe brand, pushed forward with expanding into the China market. They experimented with Tmall livestreams as well as Tmall video-chat technologies and during the 6.18 shopping festival this year, they logged the biggest single-day sales for the company.
With their focus on a digital arm, the company has been able to find growth amidst the coronavirus outbreak as well as look beyond the pandemic and expand its global brand presence.
BRANDS IN FOCUS
Totem has been steadily following the direct-to-consumer space and we have been taking a look at what strategies brands and companies are taking on. Especially during COVID, many DTC companies have discovered unique approaches to reaching and engaging with customers. Here is one example of a successful approach adopted by a DTC brand.
