Samantha McKee

Oct 11, 2023 | insideretail.com.au | Samantha McKee |Jason Pallant

A few years ago, it seemed like every new brand making noise in the market was adopting a direct-to-consumer (DTC) business model. But fast forward to today, there is a growing list of DTC brands that have either failed to become profitable and folded, or, even more interestingly, been forced to adopt more traditional retail models to survive. The rise, fall and evolution of many high-profile DTC brands raises questions about the future of DTC as a business model.

Jul 18, 2023 | onlinelibrary.wiley.com | Sean Sands |Jason Pallant |Justin Cohen |Samantha McKee

Background DTC originated from the medical literature dating back to the 1990s (Donohue, 2006), where DTC was referred to as an online business model for advertising prescription drugs, genetic tests and other legalized pharmaceutical products by businesses-to-consumers, independent of a physician (Allyse et al., 2018).