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Wholesale vs. DTC: Implications for US Department Stores as Apparel Brands Go Direct

Department stores have traditionally relied on the wholesale model to sell brands. This is now changing due to a rise in digital sales, brands choosing to sell through their own channels and a rise in direct-to-consumer (DTC) brands. We explore these interconnected factors and their implications for US department stores. We analyze the selling models of major retailers Kohl’s, Macy’s and Nordstrom.

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Wholesale vs. DTC: Strategies for Brands and Retailers

Selling directly to consumers is becoming an increasingly important channel for both new and existing brands. In this report, we compare the wholesale and direct-to-consumer (DTC) sales channels and cover a landscape of brands that are pivoting toward a DTC approach. We also present a playbook for brands and retailers to improve their wholesale and DTC strategies, including alternative wholesale approaches.

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