They were popular as millennials came of age, and grew with an influx of venture capital funding and cheap, effective ads on Facebook and Instagram. But a decade later, both Allbirds and Outdoor Voices are closing large swaths of their standalone stores—many of which were opened to diversify customer acquisition strategies after Apple's anti-tracking measures in 2021 affected marketers' abilities to target consumers on apps such as Facebook and Instagram. Experts expect other DTC 1.0 members — or e-commerce and social media native brands that emerged in the early stages of DTC — to follow suit in closing some of their stores, and predict a marketing shift toward experiential.