How brands like Vuori, Rothy's and Away have adapted to the new DTC landscape

"Ten years back, the world was a bit different, in terms of where digital [commerce] fit into the mix,"

"Before Away came to market, no one was buying luggage online,"

"Now what we're seeing is a decentralization,"

"The brand is still as important and the product is still fundamental and critical to the overall experience, but we are going to meet the customers where they are."

Brands that launched during the DTC 1.0 era have grown significantly and adapted their business models. Early direct-to-consumer sites were novel, and platforms like Instagram and Facebook enabled low-cost customer acquisition. Consumer search and shopping behaviors have shifted beyond simple social discovery and direct-site purchases. New risks include copycat competitors and new opportunities include generative AI. The DTC-first model helped revitalize stagnant categories by creating emotional connections for unexpected products, such as luggage. Commerce strategies are decentralizing while maintaining focus on brand and product, expanding across social commerce, agentic and mobile commerce, wholesale, and physical retail.

Read at Digiday