Reinventing the Direct-to-Consumer Business Model

Len  Schlesinger; Matt  Higgins; Shaye  Roseman

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Article | Harvard Business Review Digital Articles | March 31, 2020

Reinventing the Direct-to-Consumer Business Model

by Len Schlesinger, Matt Higgins and Shaye Roseman

Abstract

Over the past decade, a new breed of “direct-to-consumer” (DTC) startups, including Warby Parker and Casper, helped forge a new business model. But lately that business model is faltering as the advantages that early entrants enjoyed have evaporated. To retool, DTC companies will need to embrace an omnichannel strategy, create tighter ties with their communities, and vertically integrate to increase margins.

Keywords: direct-to-consumer; omnichannel; Business Model; Change; Strategy;

Format: Electronic

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Citation:

Schlesinger, Len, Matt Higgins, and Shaye Roseman. "Reinventing the Direct-to-Consumer Business Model." H05HI1. Harvard Business Review Digital Articles (March 31, 2020).

About the Author

Leonard A. Schlesinger

Baker Foundation Professor
Chair, Practice Faculty

General Management

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Reinventing the Direct-to-Consumer Business Model

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