As the DTC sector matures, direct-to-consumer brands are borrowing strategy ideas from established brands, and vice versa, as they look to build sustainable businesses.

Direct-to-consumer (DTC) brands sell their product directly to consumers, taking away the need for third-party retailers, wholesalers, and other middlemen.

In the past decade or so, we’ve seen a swathe of successful digital-first DTC brands make their mark. From Dollar Shave Club to Glossier – DTC has become synonymous with success.

But why is this the case, and what does it tell us about retail and marketing?

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