The Lead, a research-driven media company announces The Direct 60 List, a recognition of 60 leading executives at heritage and analog D2C brands. The honorees are being recognized for developing and improving direct-to-consumer business models in organizations that have traditionally operated wholesale business models or brands that were already D2C but were not born online. These fearless executives, many of whom had begun to pivot to direct before the pandemic, have been able to rapidly restructure their business models and internal organizations to meet customer expectations, use data effectively, communicate new values, promote rapid design, enhance supply chains and adopt market-leading technology.

Having tracked the direct-to-consumer business model since 2018, through The Foremost 50 List and associated Insights Reports, The Lead has solidified itself as the leading voice on direct-to-consumer business models and is uniquely qualified to identify the executives who are adopting these models and organizational structures on behalf of non-digital native brands. By understanding who the executives are that are leading the adoption of direct-to-consumer, The Lead has been able to identify patterns and trends to forecast where the industry is headed.

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“The digital native D2C brands have optimized a business model that is built on customer experience, data, modern brand values, efficient tech adoption, and a vertically-integrated supply chain. The customer has come to expect this type of brand interaction. With consumers shopping online at a higher rate than ever before, traditional and legacy brands are having to adapt to this model pioneered by the Bonobos and Caspers of the world,” said The Lead Co-Founder, Noah Gellman.

The Direct 60 will be honored both virtually and in person at The Lead Summit-Direct event on October 14th in New York. This invite-only event features The Direct 60 award ceremony, presentation of The Direct 60 Insights Report, vision talks, panel discussions, and more. Over 35 speakers including Liz Hershfield SVP, Head of Sustainability J Crew Group & SVP Sourcing Madewell; Brian Seewald, SVP eCommerce, EXPRESS; Ekta Chopra, Chief Digital Officer, e.l.f. Beauty; Matthew Schiff, VP eCommerce, Marc Jacobs, and Parinda Muley, SVP eCommerce & Innovation, Richemont Holly Briedis, EVP, Chief Digital Officer, Fossil Group; and many more.

The Direct 60 Insights Report peers into emerging trends and identifies winning strategies from these leading executives who are building their companies for today’s direct world. Today’s brands must shift their priorities, reorient internally, and redefine success metrics. This evolution requires adopting new technologies, redesigning processes, and re-energizing the talent pool and The Direct 60 are taking the first steps. The Lead’s research provides clear insight into how leading brands are successfully navigating the challenges of the business model transformation and is at the helm of the shift.

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