Building a fashion brand today requires more than just great product. It requires experimentation, personalization and leveraging the right kind of influence. Most direct-to-consumer (DTC) brands innately understand the importance of these marketing tactics, and the success of these tactics has, inevitably, cut into the market share of some of our most storied brands. But luxury brands and fashion houses can adopt some of their tricks while leaning into their legacy and keep DTCs from stealing their thunder or market share. Behaving like a DTC can effectively engage audiences, build trust and personalize the customer experience.