By Saundra Latham, Editor at LinkedIn News
Nike needs “the middleman” more than it realized. Starting in October, the footwear giant will sell shoes in DSW stores — a turnabout after pulling products from the chain’s shelves in 2022. Nike has also said it will re-enter Macy’s stores, which it exited in 2021, and beef up a slimmed-down partnership with Foot Locker. The moves signal a shift for Nike, which had been doubling down on direct-to-consumer channels. Excess inventory has weighed on the company, and analysts say Nike is unable to capture enough demand on its own.
By Victor Elmann
CMO at Circuit City
I’ve always believed that brands should not go it alone. Partnering with retailers offers unique advantages that can drive mutual success. By leveraging the established distribution networks and expertise of retailers, brands can reach a wider audience, tap into existing customer bases, and benefit from the in-store experience that retailers excel at providing.
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In the case of Nike’s decision to re-enter DSW stores, it demonstrates their recognition of the value that retailers bring to the table. The synergy between brands and retailers can create a win-win situation, providing customers with seamless access to products while maximizing the potential for brand growth.
What are your thoughts on this shift in Nike’s strategy and the role of brand-retailer partnerships? Share your insights and opinions in the comments below!
#retail #nike #ecommerce