Brand intelligence company Survata on Wednesday released the results of a study measuring consumer perceptions of traditional brands versus their direct-to-consumer (D2C) rivals, finding that consumers place much more loyalty, trust and value in traditional brands.
Survata’s study of 1,500 U.S. consumers analyzes the battle between traditional brands and their direct-to-consumer rivals. The study looks at seven key brand metrics such as connection, consideration, loyalty, price sensitivity, trust, understanding and recommendation.
Trends narrow with younger age groups, especially among Generation Z.
The study pairs and analyzes brands such as Casper vs. Sealy, Warby Parker vs. Ray-Ban, Gillette vs. Dollar Shave Club, Purina vs. BarkBox, and H&M vs. Bonobos.
Traditional brands did well against their D2C competitors, for the most part, across all key measures. Younger consumers, however, tend to get closer to the D2C brands.
Survata’s study comes at a time when many marketers continue to debate the amount of brand building via digital brand advertising that still matters compared with spending more on direct-response strategies.
However, across categories, demographics and ages, established brands — many that invest heavily in brand advertising — were favored over their D2C competitor.
When asked to pick the brand to which they felt more connected, 86% of participants picked Sealy, and the remainder picked Casper. Ray-Ban also emerged as the winner with 82%, versus Warby Parker at 18%. H&M took 86% versus Bonobos at 14% and Purina took 87% versus BarkBox at 13%.
Consumers participating in the study felt more loyalty to Seely at 84% versus Casper at 16%, Gillette at 81% versus Dollar Shave Club at 19%, Ray-Ban at 81% versus Warby Parker at 19%, H&M at 86% versus Bonobos at 14%, and Purina at 86% versus Barkbox at 14%.
More loyalty means brands can charge more for the products. Those consumers who felt more loyalty to a brand didn’t mind spending extra for the products. Take Apple, for example. Some products never go on sale, and the company doesn’t provide any type of discount for items like iPhones and Watches.
Loyalty also translates into trust. Consumers seem to have more trust for these brands and have a greater understanding of what the brand represents. Consumers also felt more comfortable recommending these brands to friends and family.