There is a market for a product that works and there is another market for a product that makes you feel special.
You can buy a decent suitcase at Marshall’s. You can buy a suitcase that makes you feel special from Away. You can buy socks anywhere, but you can buy socks that make you feel special from Bombas.
The list goes on and on. The Direct to Consumer sensation has identified industries where consumers lack brand affinity and used it as an opportunity. No one cares about the brand of suitcase they own, thus we will make a suitcase brand that stands for more than just utility.
Some products make you feel special and some just work. One path gives you competitive advantage and margin, the other does not.