With our home and work lives having been radically transformed over the last twelve months, it’s changed the way we interact with every brand. One of the industries that has seen the greatest transformation has been the health and wellness sector. From fitness classes going online for us to take part in our living rooms, to brands pivoting to D2C eCommerce, most of the changes in the industry appear to be here to stay.
One of the biggest areas of development has been health and wellness products redirecting their attention to grow their D2C strategies. We had already seen a general trend toward the growth in D2C propositions in this market segment, but the impact of Covid-19 has accelerated this movement. Not only are we seeing new brands entering the market focusing on their D2C proposition from the outset, but established brands who previously relied heavily on bricks and mortar pivoting their strategy to mitigate the impact of retail closures.