The Times ran a story last Fall about Casper’s quest to become the “Nike of Sleep”, which Sheila Marikar wrote up as a quixotic one. Despite being an interesting read, I felt the piece missed an opportunity to discuss some trends that have effected the DTC space more broadly.

In this short post, I’ll discuss how DTC brands’ identity was initially rooted in value, explore how category expansion necessitated a rethinking of that brand narrative, and finally discuss the potential for new customer engagement models in e-commerce.

‘Value’ and Category-based Identity

Early on, most DTC companies were literally value based. First-gen standard bearers like…

Jake Huston

Product, Design and Growth leader currently working in the DTC space. Always interested to riff on new ideas!

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