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Success Case Study: Stella & Dot - Remaking direct sales for experiential and social-media-driven generations

Success Case Study: Stella & Dot - Remaking direct sales for experiential and social-media-driven generations

Success Case Study: Stella & Dot - Remaking direct sales for experiential and social-media-driven generations

Summary

Stella & Dot positions itself as a next-generation direct sales (which it describes as social selling) company specializing in jewelry accessories. Its network of stylists sells across the US and has expanded internationally, building a business with revenues around $300m.

Direct selling is undergoing a renaissance, fueled by the opportunities for building and accessing social networks online as opposed to outdated, historical door-to-door selling. A new vanguard of businesses, with an associated focus of empowering women and encouraging individual entrepreneurship, are remaking the sector for the 21st century.

Scope

  • Stella & Dot has been very effective at selling not just a brand style and associated need states, but also a greater idea of allowing women to benefit in a way that fits with their lifestyles and financial needs.
  • This message and mode of operation is something its stylists and consumers can buy into, especially it exists from the top of the business on down.
  • This stresses that a unifying, credible, believable ethos behind a brand and direct selling operation can make that brand very successful; consumers feel they are contributing to something positive, as do those working for the company as they become emotionally invested in it.
Reasons to buy
  • Increase chances of success by learning from brands/products that have performed well.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


Summary: Stella & Dot
What?
Why?
Take-Outs
Appendix

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