A change in Strategy: the digital bounce
With the now great majority of sales realized through e-commerce, Sportswear companies need to ‘bounce’ on that digital wave, and ‘bouncing’ successfully often translates into enabling business-model shifts. Thanks to the surge of e-commerce, Direct-to-consumer (D2C) strategies became the center of attention of numerous brands, allowing them to “bypass traditional retail distribution channels and to go directly to customers, establishing themselves as the outright guardian of the consumer experience.”
