Coronavirus heightens DTC brands’ growth trajectory

The spread of Coronavirus is placing unique demands on marketers, and will demand a nuanced combination of short-term and long-term thinking.

Why it matters

One likely impact of COVID-19 is the further rise of direct-to-consumer brands that do not rely on brick-and-mortar retail. In accelerating a pre-existing trend, this shift will demand a response from legacy players stripped of their traditional...