Reading Notes: 'D2C: Brand Strategy to Win with "Worldview" and "Technology"' by Yasuhiro Sasaki
I read ‘D2C: Brand Strategy to Win with “Worldview” and “Technology”’ by Yasuhiro Sasaki, so I’ll share the insights I gained from the book.
<img src=“https://res.cloudinary.com/codenote-net/images/w_auto:100:582,f_auto,q_auto/v1631774639/Book/D2C-B082SL6K9P/D2C-B082SL6K9P.jpg?_i=AA” alt=“‘D2C: Brand Strategy to Win with “Worldview” and “Technology”’ by Yasuhiro Sasaki” class=“size-full” />
I had an opportunity to work with ‘D2C’ at my job, so I decided to read this book.
Below are quotes and notes from the parts that impressed me.
In May 2018, it was reported that Takahiro Kinoshita, former editor-in-chief of men's culture magazine 'POPEYE', joined Uniqlo as an executive officer.Fast Retailing Chairman and CEO Tadashi Yanai said, “For ‘Uniqlo’ to grow as a true global brand, the power to edit information will become more important than ever.” Furthermore, in June 2019, Yuji Ota, who served as editor-in-chief of ‘OCEANS’ after working at ‘LEON’ magazine, also joined Uniqlo.
「2018年5月、男性向けカルチャー誌『POPEYE（ポパイ）』元編集長の木下孝浩氏がユニクロの執行役員に就任すると報じられた。ファーストリテイリングの柳井正会長兼社長は「『ユニクロ』が真のグローバルブランドとして成長していくためには、これまで以上に情報の編集力が重要になる」と語る。さらに、2019年6月には雑誌『LEON（レオン）』を経て『OCEANS（オーシャンズ）』編集長を務めた太田祐二氏もユニクロに参画した。」
I want to hire editors-in-chief with global perspective in mind.
Of course, there's no need to change everything at once. You don't need to make digital investments on the scale of Walmart, and you don't even need to create an app immediately. You could start by assigning someone to handle communication on social media. If you don't even have that capacity, you could gradually change what you can, such as taking just one hour a day for that work.「もちろん、いきなりすべてを変える必要はない。Walmartのような規模のデジタル投資をする必要はなく、すぐにアプリを作る必要すらもない。まずは、SNSでコミュニケーションを行う担当者を置くことから始めてもいいだろう。その余裕すらなければ、その時間を1日1時間だけでも取るなど、できるところから徐々に変えていけばいい。」
Since things can’t be changed overnight, I believe gradual DX is ultimately the best approach.
Also, rather than trying to add new digital systems to existing analog operations, you might consider starting digital-native initiatives using affordable tools while keeping them separate from existing brands.「また、既存のアナログなオペレーションに新しいデジタルの仕組みを足し込もうとするのではなく、既存ブランドと切り離して、安価なツールなどを使いながらデジタルネイティブな取り組みをスタートすることを検討してもいい。」
I believe existing services contain concentrated orthodox knowledge, so they should be utilized well as long as you don’t deviate from them.
That’s all from the Gemba on wanting to learn various things from D2C.
