It’s not hyperbole to say that the subscription model has revolutionized the software industry. As such, it probably shouldn’t come as a surprise that consumer brands and retailers are, themselves, now testing out direct-to-consumer (DTC) and subscription strategies. Nike, in August, unveiled its Nike Adventure Club that for $20 a month will deliver new shoes to kids every 90 days. Urban Outfitters, also this summer, launched its Nuuly subscription program, while Amazon’s Prime Wardrobe, in July, unveiled its own curated subscription box, Personal Shopper. The rush of established brands to launch subscription programs speaks to a number of factors. Evolving consumer behaviors, for one, have fueled the hyper growth of subscription startups offering everything from razor supplies and meal kits to jewelry, pet supplies, toys or any other SKU category imaginable. Beyond offering a “frictionless” experience that appeals to customers, companies are also drawn to the enhanced “stickiness” of the DTC model, while subscription pricing fosters greater revenue stability and access to proprietary customer and market data.