Best Practice Report

Managing The Myths And Realities Of Channel Conflict

June 14th, 2022
With contributors:
Martin Gill , Emily Pfeiffer , Sucharita Kodali , Melissa Chaudet , Christian Prandi , Rachel Birrell

Summary

As high-exclusivity brands go after direct-to-consumer (DTC) sales at the expense of retail partnerships, they are causing fears of channel conflicts to flare up. But many brands will continue to rely on retail partnerships and must take steps to evolve the dynamics of these partnerships — shifting from passive supplier-based relationships to active joint business partnerships.

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