Online D2C brands are having a moment.  Venture capital has invested $4 billion in D2C brands since 2012 in a broad array of consumer categories: everything from mattresses to suitcases to sofas.  D2C entrepreneurs have developed a new brand-building playbook designed to exploit the vulnerability of legacy brands sold through brick-and-mortar retailers. 

While it’s clear D2C brands are successfully disrupting legacy brands, we believe D2C brands can also learn from the “old school.”  D2C is becoming hyper-competitive in its own right.  Additionally, D2C brands are beginning to migrate to retail stores to build mass.  Both of these developments mean that traditional brand-building methods are increasingly relevant to D2C brands. 

https://www.mediapost.com/publications/article/337069/d2c-should-borrow-old-school-tactics-for-new-multi.html