“All too often in retail, the quality of sale erodes long before the actual sale. Companies chase revenues that are bad for their business that will cost them in the future. The problem is a dollar today looks very attractive, even if it costs two tomorrow. Retail is a cycle of overstretching on revenues, giving it back and trying to reset and regrow. I spoke to WWD about retail’s circle of life currently being re-learned “as ‘DTC or die’ fades from conversation and brands internalize that the right wholesale partners can be powerful partners.” Read the full article here: http://spr.ly/60485iOQn
Simeon Siegel, CFA speaks to WWD about retail’s circle of life currently being re-learned “as ‘DTC or die’ fades from conversation and brands internalize that the right wholesale partners can be powerful partners.” “All too often in retail, the quality of sale erodes long before the actual sale. Companies chase revenues that are bad for their business that will cost them in the future. The problem is a dollar today looks very attractive, even if it costs two tomorrow. Retail is a cycle of overstretching on revenues, giving it back and trying to reset and regrow. http://spr.ly/60485iOQn
Part of the early appeal of DTC, especially ecomm vs physical stores, was the illusion that the pesky constraints of walls and fixtures were being eliminated. The "endless aisle" would allow the pursuit of growth into categories previously unavailable. More sku's = more growth! Or...I could start with a hand full of sku's. I didn't need a stores worth of product to launch an ecomm business. The hand full approach could work. The endless aisle thinking probably created more problems than it solved. Wholesale is a process of focus. Focus on customers, on markets, and on concise storytelling within the constraints of physical retail. Wholesale is a great vehicle in implementing 5R content. RIGHT Product, at the RIGHT price, at the RIGHT place, at the RIGHT Time, and in the RIGHT Quantity. Wholesale is a great process to pressure test all of the facets of achieving 5R content.
💯 I saw so many brands over extended in DTC and trying to “buy” their customers with performance marketing alone. Abandoning brand marketing and identity-defining investments. Brands need to balance gingerly between DTC, Wholesale, and Marketplace - ideally with strategic assortment choices by channel.
Managing Director, Senior Analyst, Board Member
4wEvan Clark, Samantha Conti, Kathryn Hopkins