Temporary Crisis or True Threat to Their Survival?

What is the future for DNVBs? Are they in danger?
This is the topic of today’s episode!
You are listening to the seventeenth episode of *The Expert’s Eye*, a podcast produced and hosted by the Dix-sept Paris Agency.

To discuss this, I have the pleasure of welcoming two experts directly impacted by the situation: Florie Ducamp Albert and Prune Aubry, creators of the lingerie brand We Are Jolies, formerly Jolies Culottes. Welcome to you both!

You are listening to the seventeenth episode of The Expert’s Eye, a podcast produced and hosted by the Dix-sept Paris Agency.

DNVBs—Digitally Native Vertical Brands—are those small brands born and grown thanks to the internet. Through innovative products or unique positioning, they’ve managed to carve out a space in highly competitive industries dominated by large corporations.

During the first lockdown, their numbers exploded, as hundreds of French men and women took advantage of the unprecedented situation to launch their entrepreneurial projects.

Brands at Risk

Today, however, many of these brands are struggling. The economic crisis, the war in Ukraine, and various other factors have disrupted the economy, compounding the challenges posed by the pandemic.

This uncertain economic climate is paralyzing investors, increasing raw material costs, and driving inflation, which reduces consumers’ purchasing power. These small brands that brought freshness, novelty, and creativity are now under threat.

So much so that around sixty of them have come together under the collective name We Are Lucioles and, in an open letter, addressed the French Minister of Economy Bruno Le Maire.