CEO da Nike reconhece que foi longe demais no impulso direto
CEO da Nike reconhece que foi longe demais no impulso direto CEO John Donahoe acknowledged Friday that the company moved too far away from wholesale partners like e in its quest to become a retailer that primarily sells merchandise to shoppers through its own stores and website. “We recognize that in our movement toward digital, we had over-rotated away from wholesale a little more than we intended,” Donahoe told CNBC‘s Sara Eisen from Paris. “We’ve corrected that. We‘re investing heavily with our retail partners. They were all here over the last couple of days; they’re very excited about the innovation pipeline.” Over the past several years, Nike has worked to transform its business from a brand that primarily sold its sneakers and clothes in department stores and specialty athletic shops to one that does the bulk of its sales direct to consumers. The strategy allowed Nike to earn far more from its sales and gain better insights about its customers through data collection. Over the last four years, Donahoe said Nike tripled its mobile and digital business from about 10% of overall sales to 30%. However, its a tough strategy to pull off and one that can pressure margins in the short term. Shifting to
