These traditional brands are shifting to a DTC model. Here's how.

Retail Dive

Department stores used to be the “it” place to buy apparel. But a lot has changed in the past 10 years, and some brands have recognized they can sell clothes just fine on their own. Take Nike for example.

For most, it’s not an either or situation, according to Cristina Fernández, a senior equity analyst at Telsey Advisory Group. “Ideally, they want all the channels to grow, but DTC growing faster than wholesale,” Fernández said. “They’ll cut back partners that are not working, but for the most part, I think they just want to have strong partners that believe in their vision. So it’s a combination of the two.”

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