Summary
Brands that have historically distributed through wholesale channels continue to embrace the pandemic-led trend of placing a significant focus on digital commerce. Digital commerce is defined as three key areas: sales on e-commerce marketplaces, wholesale dot-com sites, and direct-to-consumer businesses. This report analyzes brand manufacturer attitudes toward each of those channels of distribution and their commitments to brand protection. It is an update of a survey of brand manufacturers that Forrester originally conducted in partnership with Vorys eControl in 2021.
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