Lisa Wu is a partner at Norwest Venture Partners, where she focuses on a consumer group of investments. Her portfolio, which is comprised of clients across digital commerce and other industries, heavily focuses on the direct-to-consumer space. Wu said that when it comes to the DTC model, the companies that are situated in large markets with high customer confusion and low brand equity are usually in the position to do the best. Transparency, authenticity, unique marketing channels, and customer love are also important factors. Visit Business Insider's homepage for more stories. It's a strange time for retail and e-commerce.