The emergence of Digitally Native Vertical Brands (DNVBs)
The first Digitally Native Vertical Brands (DNVBs) appeared in 2007-2008, when the second generation of e-commerce sites emerged. From 2008 to 2012, social media began to take hold and brands began to appeal to consumers by creating “digital tribes” based on their products. This was a true revolution on the fashion and cosmetics markets, which had begun to struggle.
