The article explores the paradox in the retail industry where digital-first brands are turning to physical retail for long-term growth while traditional digital leaders like Nike face challenges. Despite significant investments in digital initiatives, such as the SNKRS app and RTFKT acquisition, brands like Nike are experiencing vulnerabilities linked to over-reliance on digital metrics, which fail to fully gauge consumer behavior and loyalty. The departure from solely digital engagements urges brands to reassess their growth strategies and acknowledge the importance of emotional connections fostered by physical experiences.
While digital innovation is critical, over-reliance on digital performance metrics can obscure a brand’s true strength in emotional connections and long-term growth.
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