Just Do It - living your motto. Can a manufacturer sell direct and not kill their channel? It's a question every manufacturer or publisher asks in every industry You've heard all the objections:
It will cause too much conflict with our existing channel
We can't fulfill small orders
We won't be able to generate any sales
It will cost too much
Nike had the same questions too, but dug in and took their own logo to heart. They started a 'direct model' a few years ago; combining online and a retail presence to engage customers directly. Stores are hard; but online clothing is one of the toughest ecommerce transactions to support; size, color, and fit all require great data or you'll be swamped with massive returns.
How have they done? How does a 50% increase in online sales sound? And that's not 50% of 10 million. E-commerce sales surpassed the $1 billion mark last fiscal year. In fact, their entire direct-to-consumer sales topped $6 billion this year—a full 20% of the company’s t