Direct-to-Consumer Brands Are Reshaping the Face of Retail

And there are two big reasons why

Businesses using computer technology
There is no reason to believe that intelligent brands can’t last forever. Getty Images

The We Company was worth $47 billion and then it wasn’t. Peloton Interactive, branded like We to be valued as a tech company and not just a fitness company, is trading 20% off its IPO price. And a range of other direct-to-consumer brands see their stocks flagging as investors shift focus from growth to profitability.

@bradbrinegar Brad Brinegar is executive in residence at Duke University's Innovation and Entrepreneurship Initiative, chairman of McKinney and is a member of our Adweek Academic Council.