The core strategy behind the future of sportswear powerhouse Nike ( NKE ) poses a major threat to department stores and shoe retailers.
“We’ve aligned into a new formation, the Consumer direct offense, to focus on reinventing our business and the industry,” Parker said on the company’s earnings conference call.
“Several quarters ago, we said that the US retail landscape was not in a steady state but rather would continue to be disrupted by the accelerating consumer shift to digital and more personal brand experiences.
One pilot this quarter included a “Live Design Experience” at the “ Nike By You Studio ” in New York, engaging the consumer to generate custom colors and graphics along with building a shoe on-site ready to take home within an hour.
“We’re seeing that manufacturers are trying to protect their brands,” according to Dennis Cantalupo, Chief Operating Officer at Creditntell, a retailing consulting firm.
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