In a recent earnings call, Nike's CFO announced a strategic pivot back towards retail partnerships, acknowledging past missteps that emphasized direct sales channels over retailer relationships. The company's investment surge in its own platforms since 2017 led to a noticeable decline in retailer inventories, specifically Foot Locker, which saw its Nike product stock reduce from 75% to 65%. As Nike aims to balance direct sales with retail partnerships, the company reflects on how its previous strategy may have hindered broader market access.
In 2017, Nike shifted focus heavily towards direct consumer engagement, at the expense of retail partnerships, leading to a significant decline in retailer inventories.
Despite aggressive investments in digital and physical direct channels, Nike's strategy inadvertently pressured retail partners, causing many to limit their stock of Nike products.
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