Simeon Siegel, CFA speaks to Retail Dive for a thorough post-op on the DTC craze, stressing his research-backed views that “There’s no such thing as a bad channel. There are bad partnerships and there’s bad execution.” “This is not the first time, and it certainly will not be the last time, that everyone chased a buzzword. Where you sell should always be a very important part of your business decision making. But it should not be who you are. You should not aspire to be a DTC brand. You should aspire to sell something special and figure out how to reach your consumer in the most economic, healthy, brand-appropriate way. I think, fortunately, we’ve moved a lot closer to that. Everyone believed the mantra should be DTC or die because they wanted to eliminate the middle person and make more money. What they finally realized was: No one eliminates the middle person, they simply become the middle person. So for a period of time, people became so obsessed with where they sell rather than what they sell that they lost track of who they were.” Read the full article here: http://spr.ly/6048s68xa
