Draper James, Birddogs Make List of Top 25 D-t-c Sites

At first blush, the top direct-to-consumer brands in the second quarter appear to have little in common. There’s a maker of high-end sandals and a sustainable paint supply brand as well as a children’s apparel brand famed for its stuffed animals that convert into hoodies. But, according to SimilarWeb’s analysis of the traffic and search data, the top brands succeed by being well aligned with the needs of their customers, offering seasonally appropriate products and tapping into key trends, such as DIY. SimilarWeb’s top 25 d-t-c brands include apparel label Draper James, founded by Reese Witherspoon, Millennial parent-favorite Cubcoats and men’s shorts and pants brand Birddogs, which offers products with built-in-underwear. “Coronavirus continues to be a driving force in smaller brands’ ability to grow at the expense of established brands, but it is not the sole reason,” said Jamie Drayton, lead financial services and e-commerce consultant at SimilarWeb, in his report. “To continue growing, d-t-c brands need to consider a wide range of variables, from developing personalized offerings to adopting a social justice stance, and more.” Drayton said the “one-size-fits-all” approach is no longer “fit for purpose — brands need to adapt to personalized customer needs and social trends in order to connect with

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