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CB Questions Should companies abandon their wholesale partners for DTC strategies?

Should companies abandon their wholesale partners for DTC strategies? 1

Is it a mistake for companies like Nike to abandon their wholesale partners in favor of direct-to-consumer strategies?

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CNBCTelevision
CNBCTelevision
US
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Dec 06, 2024 3:31 pm EST
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It's not necessarily a mistake, but companies need to balance their direct-to-consumer (DTC) strategies with strong partnerships in wholesale. While DTC can offer higher margins and closer customer relationships, wholesale partners can provide scale, reach, and support that are also valuable. Companies need to find the right mix that works for their brand and market.

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