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1、0Enlighten Fashion Brands Routes to the DTC ModelBuilding eight pillars to enable DTC transformation for continued growth1Editorial Board:Tiger ShanLead Partner,PwC Strategy&ChinaEmail:Steven JiangPartner,Digital Growth Services,PwC Strategy&ChinaEmail: Jerry HuaPartner,Consumer Markets,PwC Strategy

2、&ChinaEmail:Contact us:Contributors:Ryan Ding,Rose Chen and Patrick Pan,Senior Associates of Strategy&ChinaConsumer Markets Leadership:Michael Cheng Asia Pacific,Mainland China and Hong KongConsumer Markets Leader,PwC ChinaEmail:Jennifer YeMainland China Consumer Markets Leader,PwC ChinaEmail:Jane W

3、angLead Partner for Consumer Markets,PwC Advisory ChinaEmail:1Strategy&|Enlighten Fashion Brands Routes to the DTC Model2ContentsForeword03I.Key success factors for DTC fashion brands to achieve profitable growth06II.Five constraints to growth during DTC transformation16III.Eight pillars for DTC fas

4、hion brands to unleash growth23Conclusion37Enlighten Fashion Brands Routes to the DTC Model|Strategy&23The way people socialize and work has beenreshapedduetotheepidemicandotheruncertainties,leading to dramatic shrinkage ofpopulation flow and offline shopping.It bringsnegativeeffecttobricks-and-mort

5、arretailindustries in terms of consumer flow dropped,offline shopping flumped,and social activitiesdecreased.Thus,unprecedented challenges arepresented to fashion brands for business growth,especiallyinthefootwear,apparel,andcosmetics sectors.Meanwhile,given that China has a vast marketand complex d

6、istribution systems,traditionalplayersoffashionconsumergoodsoftenconnect to terminal retailers or final consumersvia regional distributors.In the past,this couldreduce inventory and capital pressure,as well asthecomplexityandinvestmentneededforexpanding the sales network and managingsales in differe