Why more direct-to-consumer brands are exploring membership models

Additionally, I’d also posit it’s no longer direct-to-consumer, but direct-to-community.

In a saturated market where new direct-to-consumer startups are popping up left and right, customers “want to feel that they’re getting something superior,” said Krystal Melissa Wu, a community manager at Shopify. “Community is not something you can replicate or cultivate overnight.”