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.
Direct-to-consumer brands are “shaking up retail”. They are “disrupting CPG”. They are “killing the big brands” and, in the words of Terry Kawaja of LUMA Partners, they are the reason you need to “Fire your CMO”.
The headlines are alarmingly impressive for a +20-year-old channel where no one can agree on the name. DTC, d2c, DNVBs (Digitally-native vertical brands), Instabrands, digital-private-label…the explosion of terms is on a par...