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.
Rewind to the year 2000. Can you remember what subscription services you signed up to? If you’re anything like me, your Nokia 3210 mobile phone contract and horribly underutilized gym membership (oh, the guilt when you didn’t go for a few weeks!) were the extent of your flirtation with ‘members clubs’.
But today, for most of us, subscription is a way of life. It’s transformed the way we listen to music, read news, watch our favourite...