Build a Direct-To-Consumer Brand
Jen Rubio, Co-Founder and Chief Brand Officer, Away
Jen Rubio
Co-Founder and Chief Brand Officer, Away
Your Tutor - Jen Rubio
Course Overview
Who should take the course:
- Professionals wishing to advance their knowledge of Direct-to-Consumer brands and businesses.
- Individuals seeking the ideation skills and execution framework to start their own venture.
- Students or graduates planning a career in brand management seeking professional development.
What you will learn:
- Learn how to plan, launch, grow and sustain a DTC brand.
- Key principles of entrepreneurship and industry leading strategies for brand management.
- Deep-dives into essential concepts including: brand identity, product development, market positioning, online and offline retailing, marketing touchpoints, innovation and financing.
How you will learn:
- 10 hours of exclusive content, including 10 video tutorials from Jen Rubio.
- Downloadable materials which enable you to apply and revisit key theories and frameworks.
- Challenging worksheets and case studies to put your learning into practice.
Curriculum Summary
Course Overview 25 minutes
Jen Rubio outlines the four key steps to launching a DTC brand today:
1. Defining a direct-to-consumer brand, and how to identify whether a whitespace exists in the market.
2. Launching a brand in a meaningful way.
3. Ways to build an engaged community online and offline.
4. Innovation, funding and what’s next for the brand’s long-term success.
1. Branding, Entrepreneurship and DTC 1.5 hour
Your course expert outlines a brief history of significant fashion branding moments, before explaining what DTC brands are and why they are so prominent today. In this chapter you’ll also learn about the process of entrepreneurship and the main frameworks that fashion founders can utilise when creating new business ventures to reduce risk and secure success.
Includes strategies and tools for:
- Explaining the DTC, start-up and entrepreneurship ecosystems.
- Example frameworks to apply to new ventures e.g. the lean start-up model.
2. Brand Development 2 hours
How to settle upon an idea? Whether you’re planning to improve something already in the marketplace or create a new category, the chapter covers the importance of identifying the whitespace in the market and then using consumer research to inform the brand and product.
Includes strategies and tools for:
- Conducting market research.
- Creating consumer personas and mapping user journeys.
- Identifying suppliers.
3. Brand Launch 2 hours
Once you’ve identified the whitespace in the market, it’s time to define the brand DNA and identity. The course takes you through the critical elements – including brand identity and tone of voice – to ensure differentiation in the marketplace and inform the development of all other aspects of the business, from product design to manufacturing decisions, marketing and PR. The chapter includes a deep-dive on the importance of storytelling as a strategic tool, as well as go-to-market strategies.
Includes strategies and tools for:
- Identifying a brand’s mission statement, values, personality and tone of voice.
- Building emotional connections with consumers through storytelling.
- Creating go-to-market strategies.
4. Brand Growth 2 hours
Now we focus on how to grow your brand by building engaged communities, both online and offline, through constant communication with customers. The chapter takes a detailed look at retail strategies and experiential marketing, as well as product extensions and collaborations, as key mechanisms for growth.
Includes strategies and tools for:
- Best generating engagement and relationships with customers.
- Assessing the basis for an effective collaboration.
5. Brand Innovation 1.5 hour
This chapter examines the challenge of sustaining a business’ success both financially and operationally. A deep-dive into funding your business, including how to best identify investors and refine your pitch, is followed by insights and initiatives enabling you to nurture and maintain a company-wide working culture that prioritises innovation.
Includes strategies and tools for:
- Identifying the best funding options (personal finances, loans, grants, private equity and crowdfunding).
- Using innovation to differentiate and grow the brand.
6. A Look Back At Your Learning 45 minutes
Key lessons and final words of advice from Jen.
Course References
FAQs
Do you have a question about BoF Education? If so, please refer to our FAQs below. If you need further support, please contact us at education@businessoffashion.com.
1. Eligibility, Enrolment and Registration
BoF Education courses are available for BoF Professional members on All-Access and Student+ packages only and are not available to be purchased separately.
There is no age limit. BoF Education online courses and learning materials are self-directed and can be taken at any stage of your career.
Courses cannot be purchased individually, but BoF Professional members on All-Access and Student+ packages grants you unlimited access to all courses and learning materials.
If you are a BoF Professional member on an All-Access and Student+ package which includes access to courses and learning materials, they are available to you at any time by pressing ‘Explore Now’. Please email professional@businessoffashion.com if you have any problems.
The courses and learning materials are entirely online so you can learn at your own pace and around your own schedule. You are able to start immediately after becoming a BoF Professional member or at your next convenience and there is no deadline to complete.
If you are a BoF Professional All-Access or Student+ member , you will have access to the course material for as long as your subscription is active.
2. Courses
You will learn through video tutorials, academic presentations, essential readings and learning activities.
You are able to download any written course materials, including all academic presentations and extra reading. The video tutorials are not available to download.
There is no time limit to complete, you can progress at your own pace and you will retain access to the material while the course is available on BoF and your subscription is active.
Although BoF’s online courses don’t lead to a formal qualification or certificate, they are recognised in the industry and provide specialist knowledge on the given topic and, similarly to formal qualifications, can be listed on your CV.
Should you require written confirmation of course completion, please contact our Customer Support Team on professional@businessoffashion.com.
No, BoF courses are not accredited at the moment.
There are no exams in any of the courses. Throughout the courses there are short quizzes which help reinforce your learning.
3. Payment
As a BoF Professional All-Access or Student+ member, your access to courses and learning materials are part of your subscription
You can cancel your BoF Professional membership at any point throughout your subscription period. When you cancel your subscription you will retain access until the end of your current subscription period.
Please refer to our T&C’s for more information on subscriber cancellation.
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