The Glossier effect: translating a direct-to-consumer digital brand into bricks-and-mortar retail

Duffy, K. (2021) The Glossier effect: translating a direct-to-consumer digital brand into bricks-and-mortar retail. Project Report. Bloomsbury. (doi: 10.5040/9781350934955.007).

Abstract

Consumer behavior has rapidly changed in the beauty industry, transforming every stage of the customer journey from initial discovery into the final purchase and brand advocacy. Millennials and Gen Z consumers are now comfortable with buying beauty products online based on recommendations from vloggers and influencers or through a carefully curated branded Instagram presence. Glossier is a key example of a digital beauty brand that has disrupted the beauty sector and distinguishes itself from traditional beauty and skincare brands by embracing digital marketing strategies for a new generation of consumers. This case explores the digital marketing strategy of Glossier highlighting the brand’s most-used and followed platform: Instagram. It also explores the challenges and opportunities as the brand pivots from an online direct-to-consumer-only model into a physical retail presence. Students will be introduced to how a brand who has relied on digital marketing strategy can consider moving into physical bricks-and-mortar retail while remaining focused on their consumer.

• Item Type: Research Reports or Papers (Project Report)
• Status: Published
• Glasgow Author(s) Enlighten ID: Duffy, Dr Katherine
• Authors: Duffy, K.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Publisher: Bloomsbury
• ISBN: 9781350930834