![]() The direct-to-consumer startups’ rise was enabled by an environment of abundant venture capital, low competition, and above all, the advertising arbitrage that could be exploited on under-priced social media platforms. From Warby Parker (eyeglasses) to Everlane (clothing) to Casper (mattresses) and The Honest Company (baby and beauty products), this first generation of “direct-to-consumer” (DTC) companies was defined by borrowed supply chains, web-only retail, direct distribution, social media marketing, and a specific visual brand identity (the now ubiquitous “ blanding”) that favored sans-serif type, pastel color palettes, and scalable logos that were easily adapted to a variety of digital media. Over the next two decades, a new class of startups emerged. ![]() Then the internet democratized the tools required to start and scale a business. Whether Kodak in cameras or Gillette in razors, the top brands in more than 10 categories were unchanged from 1923 to 1983. For decades, a handful of brands dominated consumer retail in the United States.
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