It wasn’t long ago that the industry was buzzing with talk about the demise of physical retail.  “So old school.” “The younger generation is all about shopping online … they don’t want to go to stores.”  

Traditional brands looked enviously at the DTC model that cut out wholesale, providing potentially huge margin gains.

Well, we all know how that story played out.  

(How many times have we heard something being touted as ‘no one wants this any more’ only to find that actually a lot of people do?)

Two of the biggest challenges brands face right now is acquiring new customers and creating more brand engagement.

Both have gotten a lot more difficult to achieve online.