Five things marketers can learn from direct-to-consumer challenger brands

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

The evolution of direct-to-consumer brands

This article is part of a series of articles on the evolution of direct-to-consumer brands. Read more.

In recent years it has become increasingly common to see new brands skip the traditional retail channels in favour of going it alone. Name a category, and there seems to be a shiny new challenger brand, disrupting the existing model by cutting out the middleman and delivering a range of innovative goods - direct to consumer (DTC).

There is much debate as to whether the DTC model is as sustainable or appealing as it first appeared....

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