The "Basics First" Playbook | The DTC Revolution - How Value Brands Applied the "Basics First" Playbook

Uniqlo: "Totally ignore fashion." Warby Parker: $95 glasses when competitors charged $500. Everlane: Show customers the true cost. Allbirds: One perfect wool sneaker. The basics-first playbook works at every price point—but only if you maintain the discipline. Here's what separates the winners from the cautionary tales.

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