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A digitally native vertical brand (DNVB) is a direct-to-consumer (D2C) brand that controls its supply chain, and connects customers with micro-data and brand values.
A digitally native vertical brand (DNVB) controls its entire brand experience, from sourcing and manufacturing (hence, vertical) to delivering product experiences online (direct-to-consumer (DTC) site and social presence) and delivering products to the customer. Many undercut traditional brands by cutting out the middleman by directly sourcing components for their products and creating a highly efficient supply chain. They're agile and obsessed with the particular vertical that they identify as. A DNVB often prioritizes delivering better products and experiences at price points fit for their demographic.
A DNVB isn't the same as an ecommerce-first brand that targets numerous verticals. A DNVB has a wide selection of product offerings across categories, and they don't always own their supply chain. By focusing on a singular product category and being obsessed with customer experience, DNVBs are able to capitalize on changes in the market quickly and deliver new products to market quickly.