Both DTC brands and traditional retailers have seen better days. Unsurprisingly, major retailers always have struggled to keep up with how, where and when Gen Z and young millennials buy things. But more recently, DTC brands are facing a similar downturn despite the personalization and convenience that comes with being a social media native, so it makes sense that they might team up — DTC brands get the benefits of physical retail without the prohibitive cost and retailers get the social media savvy and audience loyalty that only a DTC brand can cultivate.
