Not Everyone is Nike. Maybe That’s a Good Thing.
What happens when a power brand benches itself out of the wholesale game?
Predictions that a flood of brands would follow Nike’s narrow direct-to-consumer game plan turned out to be unfounded. In fact, a series of retail deals, store format revamps, and business model launches have broken out in the wake of Nike’s bow-out. A wholesale heyday is underway, and retailers have channeled their fears of loss into new strategies. In this episode, Carol Spieckerman tracks the aftermath of Nike’s wholesale pull-back and reveals why retail’s “brands are dead” drumbeat may be getting dimmer by the minute.
In this episode you’ll learn:
· Why brands are leaning into wholesale again
· How heroic brand headlines miss the point
· Why exclusive brand deals are (thankfully) dying
· How online search can seal the deal for brands