Nike has announced that they are shifting resources and reinvesting into online retail channels.
In the last quarter, the company recorded digital as accounting for 30% of their overall business. Now, they are aiming for 50%, a significant jump from just the previous quarter.
The brand is known for investing heavily into their digital ecosystem, with large tech acquisitions (Celect, TraceMe, Zodiac) in recent years and have also bolstered their online and direct-to-consumer sales as a result.
The vision to create a clear and connected digital marketplace, is where the future of all retail will lie. Nike is accelerating their plans, and demonstrating their market-leading power by setting the trend for the digital-first future.
BRANDS IN FOCUS
Totem has been steadily following the direct-to-consumer space and we have been taking a look at what strategies brands and companies are taking on. Especially during COVID, many DTC companies have discovered unique approaches to reaching and engaging with customers. Here is one example of a successful approach adopted by a DTC brand.
