Nike’s Consumer Direct Offense, Amazon & StockX: The Disruption of Sneaker Retail
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Nike’s Consumer Direct Offense, Amazon & StockX: The Disruption of Sneaker Retail
Disruption, according to the Oxford Dictionary, is defined as a problem that interrupts an event or process. The sneaker industry is entering a time unlike any moment in the history of the business. If 'disruption' was a weapon, it would be a trident. The three prongs would consist of the following sharpened spears: 1. Nike's Consumer Direct Offense - In 2017 during Nike's Investor's Day the company introduced a plan named the Consumer Direct Offense (CDO). CDO is Nike's version of a direct-to-consumer strategy. Nike's goal was to reach the consumer via their digital platform and stores. Other sneaker brands made a similar decision, but not on the same scale that Nike implemented. 2. Amazon - Traditional Retail has been under assault by Amazon for years. The sneaker industry hasn't had to deal with the machine because Amazon wasn't in the athletic business. In 2017 that changed as Amazon launched private label to disrupt brands. The irony is that Amazon also created Brand Registry which helps brands to reach Amazon's customers, but creates an issue for the growth of e-commerce by sneaker brick and mortar stores. 3. The final prong would be the rise of third party e-commerce sneaker sites. Websites like GOAT, Kixify, and StockX have their roots in traditional third party sites like eBay and Amazon Seller Central. This new form of online sneaker retail is supported by an ecosystem comprised of sneaker culture and lifestyle websites like Hypebeast and Complex. This trident of disruption took shape in a silent, subversive manner. Retailers and resellers are in a battle that will require both large businesses and small businesses to adapt and follow the words of Sun Tzu. Traditional retail must understand the enemy, by becoming the enemy. This book weaves and winds its way to a culmination that includes a year long experiment in sneaker resale that establishes that the entire industry has shifted and millions of dollars are being left on the table by every party.
