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The Man Who Kick Started the Direct Brand Economy

The Man Who Kick Started the Direct Brand Economy

Virtually all retail brand growth last year came from Direct to Consumer (DTC) companies. When people hear DTC they tend to think of direct marketing, but the two are radically different.

DTC brands have existed for decades in catalogs, magazines and direct mailers. However, all of these predate the digital DTC revolution that started in 2010, when technological innovations like cloud services and 3PL solutions enabled companies to sell new products quickly, cheaply and directly, online (see Rise of the 21st Century Brand Economy).

You Know Warby Parker
The recognized first-mover brand to take advantage of these digital technologies was Warby Parker . . .

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Authors

Author
Craig Coleman
Vice President, Marketing
at IAB