The dark side of direct-to-consumer brands: selling you crap with some pretty pictures

The DTC thing for me isn't just a well calculated pivot to a new opportunity as a venture capitalist. It's also a personal, visceral, emotional experience. I'm finding more and more brands online that I love trying out. Take Cotopaxi. Faherty. Farer. Lillydoo. All brands I had never even heard of until last year - all brands that are driven by purpose, that care about more than just making the sale, that understand the customer experience as a holistic journey together.

So far, so good. But this new brand craze comes with a dark side. As Ana Andjelic commented for Lean Luxe last year, "for every new brand that takes the long view on customer service..., there are countless more where the customer relationship ends at the moment of sale." The Atlantic followed up with a pretty good piece in January about The Strange Brands in your Instagram Feed

Fraudulent ecommerce has been a thing from early on (see these amazing online shopping fails on Bored Panda), but the Cambrian explosion of brands really underlines: read the reviews. Watch the unboxing video. Generally you get what you pay for. And if it's too good to be true...

Disclaimer: I'm an investor in Lillydoo and an advisor to Bored Panda.