Loek Berendsen 卢克·贝伦森’s Post

👟 Nike's CEO John Donahoe recently stated that consumers today “want to get what they want, when they want it, how they want it” when discussing Nike's switch back to retail from a digital-focused selling approach. ⚖️These recent acknowledgments shed light on a common challenge faced by brands: finding the right balance between direct-to-consumer sales and wholesale partnerships. While going digital offers insights and higher profits, it's not without its hurdles. 🛍️ This highlights the importance of an omnichannel approach. Lucky's platform can help brands seamlessly integrate their online and in-store sales channels, making it easier to manage inventory, cater to customer preferences, and maintain fruitful partnerships with retailers like Nordstrom. 💡 By leveraging Lucky's solutions, brands can navigate the complexities of retail with ease, ensuring they meet consumer demands for convenience and choice. Let's make retailing a breeze! *article in comments* #OmnichannelRetailing #RetailTransformation

Interesting article, the author explores Nike's challenges in the competitive market. Pressures from competitors and changing customer expectations goes beyond product innovation and branding, two ingredients in which Nike master pieced. Product offering and innovation is important. But how about combining this with a sustainable longterm strategy, omnichannel touch points, digitalisation... orchestred to achieve a well built & customer's based CX.

Why Nike is Shifting from Virtual Stores to Wholesale Distribution: Key Lessons 🌟 Here’s why this transition matters: 1. Broader Reach and Accessibility 🌍 Wholesale distribution expands Nike’s market presence, making products more accessible. 2. Enhanced Customer Experience🛒 Nike's omnichannel approach combines online and in-store benefits for a seamless experience. 3. Efficient Inventory Management📦 Partnering with retailers like Foot Locker and Macy’s helps Nike manage inventory, clearing old stock and optimizing space. 4. Strengthened Brand Presence💪 Re-engaging with key wholesale partners reaffirms Nike’s market impact, balancing direct and wholesale channels. 5. Data-Driven Insights📊 Nike uses data from both channels to tailor products to customer preferences. Why the Shift? Nike’s shift highlights: Economic Shifts and Consumer Preferences 💸 Economic uncertainties drive consumers toward affordability. Nike’s move aligns with this trend. Failure to Innovate🚧 Post-COVID risk-aversion and reliance on older products reduced engagement. Ignoring Brand Provenance🏆 Neglecting its innovative heritage weakened Nike’s market position. Misjudging Competition🏃♂️ Underestimating competitors who introduced fresh, appealing products impacted Nike. Neglecting Core Customers ❤️ Focusing on new segments affected brand loyalty and exclusivity. Lack of Genuine Insight📉 Overestimating demand for retro products led to strategic errors. Key Takeaways: Adaptability:Flexibility and innovation are crucial. Omnichannel Strategy:Enhances customer experience. Strategic Partnerships:Optimize inventory and reach. Economic Awareness:Adapt to economic trends. Customer-Centric Approach:Use insights to drive success. #Nike #WholesaleDistribution #RetailStrategy #Omnichannel #CustomerExperience #Innovation #EconomicTrends #BrandManagement #CompetitiveStrategy #BusinessGrowth #CaseStudy

Omnichannel successful strategy is a delicate balance between eCom capabilities/technologies and sales strategy... The sport industry is making its way and it's not an easy ride. https://lnkd.in/eqQDPzM6

Nike, Levi's & Direct to Consumer - Today's Two Different Wall Street Journal Articles Two interesting articles in the WSJ today regarding shifts in Nike's and Levi's direct-to-consumer strategies, alluding to the fact that Nike is moving away from D-T-C and Levi's is moving toward it. In reality, it is not a question of DTC "OR" wholesale. Instead it is a question of DTC "AND" wholesale. We live in a world of rapidly increasing customer segmentation and a world where small brands are rapidly taking share from the big, global brands (i.e. Nike, Levi's). The big, global brands have to be more nimble, requiring greater insights into each of the many customer segments. Additionally, we live in a world of greater and greater product choice to meet the individual needs of each of the customer segments. This suggests an increase in the number of routes to market (channels). Each of these trends results in a lot of uncertainty (testing and learning) relative to which products via which channels to which customer segments? D-T-C is critical to brands as this is the only channel where they are interacting directly with consumers, gathering critical insights relative to product trends and demand forecasts. But D-T-C is not the only necessary channel. There is, necessarily, going to be a lot of testing, learning, and adjusting by every brand as they figure out what works best for them and as the channels themselves trend up and down in importance. The critical success factor for brands is gathering first party data, testing, learning, and adjusting as rapidly as possible. Both Nike and Levi's are correct in their announced strategy adjustments, even though it appears they are headed in different directions (they aren't). This context is the critical to understanding each brand's recent announcements. #Nike #Levi's #OmnichannelSuccess #DTC #Strategy #Wholesale #DigitalTransformation #TestLearn

Nike pursued the path of D2C strongly and stopped selling products from retailers like Macy's a few years ago. In 2023, Nike's direct-to-consumer (D2C) sales reached $21.3 billion The strategy saw a reversal in 2023 as multibrand retailers like Macy's still get incredible footfalls. The absence of Nike products led to the switchover of brand fence-sitters to competitions like Adidas, Reebok, or new-age athletic brands. D2C brands can't afford their absence from Marketplaces and modern retail as footfall, DAU, and MAU are enormous there Digital native brands like Boat, mamaearth, etc. also derive more business in more marketplaces than their own D2C #digitalcommerce #omnichannel #nike #adidas #strategy #digitalamarketing #BrickToClick #d2c #businessmanagement #macys

🚨Lessons from Nike’s Supply Chain Strategy & Digital Transformation🚨 In our B2B Marketing unit with Dr Michael CHERRY, Daniel Benari, Jeremy Cham, Amadeo Pacialeo, and I uncovered some fascinating insights into how businesses navigate the balance between digital transformation and traditional channels. One major global brand made a bold move during the pandemic that didn't go quite as planned, leading to unexpected challenges with key partners. 👀 Nike's supply chain is a well-oiled machine involving key retailer partners like Foot Locker, JD Sports, and Dicks Sporting Goods, which have historically played a critical role in getting products into the hands of consumers. These partnerships have been vital for maintaining Nike's visibility in physical stores. Add to that, Nike's iconic brand ambassadors like Michael Jordan and LeBron James have driven demand by linking the brand to athletic success and lifestyle aspirations. However, the COVID-19 saw Nike make a bold move toward digital transformation. The company leaned heavily into e-commerce and direct-to-consumer (D2C) channels, anticipating a permanent shift in consumer behaviour. They reduced their physical retail footprint with key partners, limiting in-store visibility. But as consumers returned to traditional in-store shopping post-pandemic, this strategy led to significant losses in shelf space, market share, and strained relationships with long-standing retail partners. ⚠️Key Takeaway: A more strategic, balanced approach would have been far more effective. While D2C channels offer attractive profit margins, maintaining strong retail partnerships would mitigate the risks, preserving market presence and ensuring a smoother transition in the face of shifting consumer behaviours. Being the CMO/CEO, I would have advocated for a gradual shift to digital platforms while maintaining a robust retail presence. Many sportswear consumers still value the in-store experience, and leveraging both channels strategically would ensure profitability and long-term growth.🌍📈 #B2BMarketing #DigitalStrategy #Retail #Ecommerce #Nike

Nike's Product Pricing and Placement Strategy ###Product Pricing Nike offers a range of products at different price points to appeal to a wide range of consumers: - Premium Pricing: High-end products like Air Jordans and custom designs. - Mid-Range Pricing: Mainstream products such as Nike Free and general running shoes. - Value Pricing: Affordable lines through sub-brands like Converse and retailer collaborations. Impact: - Market Segmentation: Captures diverse market segments. - Brand Perception: Maintains premium image while appealing to a broad audience. ### Product Placement Nike ensures wide availability and visibility through various channels: - Retail Stores: Flagship stores and partnerships with leading retail chains. - Online Channels: E-commerce platform and mobile apps. - Wholesale Partnerships: Distribution through department stores and sporting goods stores. - Pop-Up Stores and Events: Unique, localized shopping experiences. Impact: - Customer Reach: Ensures global accessibility. - Brand Loyalty: Enhances customer engagement and loyalty through high visibility and convenience. ### Conclusion Nike’s pricing and placement strategies allow it to appeal to a broad audience and maintain its premium brand status, capturing diverse market segments and ensuring global presence. Copyright Nike #NikeStrategy #ProductPricing #RetailPlacement #BrandLeadership #NikeInnovation #MarketSegmentation #GlobalReach #CustomerEngagement #PremiumBrand #NikeExperience #JustDoIt #Sustainability #AthleteGear #brandsbysayali

Is wholesale and physical retail dying in the sport industry?   Provocative? Yes, I confess... 🤗 And far from what I believe…   In the sport industry, the two giants adidas and Nike certainly have given too much priority to e-commerce in their strategies launched in the early 2020s. Didn't you realize as a consumer it was starting to get more difficult to find your beloved adidas or Nike sneakers 👟 at your preferred sport stores?…   Now, after a long period of double-digit growth in e-commerce, it's time to face a different dynamic… Nike, for example, just announced a -4% (Q2 ending 02/29) decrease in digital sales, although it was their top priority…   So there are lessons 🧐 to be addressed. Here are some, among others:   - Growth of digital sales, be it from brands or wholesale retailers, will start to get closer to market growth.   - To decrease retailers and doors to give priority to .com has its limits dictated by the consumer's way of shopping.   - Omnichannel says it in its name… If you want to offer a seamless shopping experience, you need stronger integration of wholesalers with their stores' network and own banner digital proposition.   - And the most important aspect to grow in e-commerce is to invest in technologies (e.g., predictive analytics), innovative commerce platforms, supply chain excellence, and leadership capabilities.   Of course, brands know that. However, results will depend on excellence in execution and finding this delicate strategic balance ⚖️ between all channels to win the consumer. adidas is correcting it well in building back stronger partnerships with wholesalers in the last months.   Franck Expert in growth and transformational strategies   #ceo #Leadership  #strategy #sport #performance

Franck I think that is worth to look at sporting goods market dynamic from historical perspective; brands were pushing DTC e-comm, for three reasons: to position themselves as leaders in growing online channel and promote digital sporting goods consumerism in general. What Nike did and adidas followed by streamlining B&M wholesale channel could be done almost overnight with online “competition” for little money; they have control over this race from the start. To monetise direct to consumer opportunity i.e. maximise gross margin. To protect price architecture via direct to consumer sales and product allocations. Post covid euphoria driven growth of online stalled and on top of this both brands realised that they have prematurely (say, too early) or too deep right-sized B&M channel. I think that they also realised how important is to show products in competitive context, for instance Nike running next to adidas and DTC does not offer this.