Can Direct-To-Consumer Brands Survive The COVID-19 Apocalypse?
Apr 17, 2020
Like many Americans under lockdown, I’ve been spending a lot more time on the internet. As usual, my screens have been filled with ads for flashy direct-to-consumer brands, targeted precisely to my tastes: an Everlane cashmere sweater, the latest Rothy’s flats, a new Cuyana bag. But not once have I been tempted to click. For one thing, I have nowhere to go in a new outfit. And as I watch the economy crumble and unemployment figures skyrocket, it seems wise to save money. I’m not alone. Consumer spending has declined as economies around the world have shut down, and e-retailers look to be among the hardest hit. For an entire generation of digital-first startups, the coronavirus could be an existential threat. Read more at Fast Company.
