In the 1980s and 1990s you went to the mall to hang out with your friends, see what was popular in fashion and pop culture and then pick up the basics from The Gap. Today we do the same thing, but online. Large media companies like Buzzfeed, NBC Universal and Vertical Scope bring together and publish influencers and reviewers who curate products for us. We call the brands that have taken advantage of this trend "Direct To Consumer," but the evolving landscape indicates that's not really true. Brands increasingly need to navigate a distribution process that involve curators of shelf space (influencers & reviewers) and large media companies that attract users . Malls aggregated stores that curated products to attract customers to a single physical location. Today a media brand brings together reviewers and influencers who curate products to attract customers to a single digital location.