SHIFTING CONSUMER NEEDS DISRUPTED THE RETAIL STATUS QUO. In the direct-to-consumer (DTC) category, brands are adapting their e-commerce strategies and capabilities to keep pace with consumer preferences. Those changes are happening at digital-first brands (e.g., men’s wellness site Hims and skin-care provider Glossier) as well as retail-based brands (e.g., Nike and P&G). While e-commerce had already been growing in recent years, it was accelerated during the pandemic by the....

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