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Why big brands like Pepsi and Nike are betting on DTC

Direct-to-consumer (DTC) brands have emerged as enduring retail disruptors, stealing market share away from powerful consumer goods companies and incumbent brands. Their model cuts out the intermediary by selling products online directly to the consumer. They ideate, develop, market, sell and ship their products themselves, with total control over their consumer and brand experience at every touchpoint.  DTC brands don’t rely on traditional wholesale channels for exposure. Instead, they i