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In November 2017, two-year-old luxury handbag reseller Rebagg relaunched as Rebag, simultaneously opening its first brick-and-mortar store in Soho. Charles Gorra, the company’s founder and CEO, decided to get the word out through outdoor marketing — namely, ads in metro cars, on billboards, in phone booths and on taxis. Five months later, when he opened a second store on Madison Avenue, he went the same route. “For digitally native DTC brands that are trying to reach customers, outdoor marketing is a valuable tool,” he said. “It's worked for us.”