After 6 years away, Nike is returning to sell on Amazon - and retail experts think it's a terrible decision.
In this week's Retail Fast Five, sponsored by the A&M Consumer and Retail Group, Simbe, Mirakl, Ocampo Capital, Infios, and ClearDemand, Chris and Anne explain why this move transforms Nike from a lifestyle brand to a utility purchase, damages relationships with specialty retailers, and gives up valuable first-party customer data. They compare Nike's strategy to successful brands like Lululemon and On Running who maintain direct relationships with customers, offering a critical analysis of brand positioning in the digital age.
#nike #amazon #brandstrategy #retailstrategy #directtoconsumer #brandequity #omnitalk #retailnews #athleticwear #businessstrategy
