How does direct to consumer changes the rules of classic retail? What does it take to create a brand from scratch and to attract customers without having the power of brick&mortar shops?
Direct-to-consumer is the ideal solution for customers who prefer to invest in quality rather than logistics or brand image. However, the creation and management of such a brand is nonetheless complex. Direct-to-consumer implies growing without the traction provided by advertising and tangible sales spaces. Through the case of Warby Parker, we will analyse the value chain of direct-to-consumer brands and how they actually work.