Trends Report

Brands' Success Relies On Relationships With Retailers

Brands Must Evolve From Suppliers To Partners

August 17th, 2020
Michelle Beeson, Senior Analyst
Michelle Beeson Senior Analyst
With contributors:
Brendan Witcher , Sucharita Kodali , Thomas Husson , Enza Iannopollo , George Lawrie , Joe Stanhope , Joana de Quintanilha , Martin Gill , Fiona Swerdlow , Clarissa Skinner

Summary

The pandemic has magnified the importance of digital commerce strategies. For brands, it is not all about direct-to-consumer (D2C). A significant proportion of most brands' revenue comes via wholesale retail partners. To truly be masters of their own destiny, digital business executives must change the dynamics of their retail partner relationships, moving from supplier to business partner. This report examines how branded manufacturers must manage D2C digital commerce alongside evolving retail partner relationships.

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