Top execs at some D2C brands received scalding exposes this year.
Brands are using tactics like tutorials, before-and-after experiences and consumer-driven conversations.
"The lines between D2C and regular retail continue to blur," says Kate Ryan, managing director at a company researching trends in this market.
Why had my first reaction to the ad been "meh," when so many right-thinking Twitter wags were screaming?
Denim is on the verge of digital fit breakthroughs, and D2C thinking is leading the way.