SHIFTING CONSUMER NEEDS DISRUPTED THE RETAIL STATUS QUO.
In the direct-to-consumer (DTC) category, brands are adapting their e-commerce strategies and capabilities to keep pace with consumer preferences. Those changes are happening at digital-first brands (e.g., men’s wellness site Hims and skin-care provider Glossier) as well as retail-based brands (e.g., Nike and P&G).
While e-commerce had already been growing in recent years, it was accelerated during the pandemic by the....