ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Big fashion brands are embracing direct-to-consumer sales.

Big fashion brands are embracing direct-to-consumer sales. Outdoor Voices, Everlane, and Gen Z and Millennial-favorite Glossier have already demonstrated how to successfully incorporate direct sales without the assistance of multi-brand retailers. While bigger brands don’t intend on giving up wholesale entirely, many are making “lasting changes” to sell more on direct channels, and cutting ties with vendors. Levi’s has experimented with pop-up experiences, Nike is taking a “consumer direct offense” approach, and Adidas aims to generate 60% of its revenue from direct sales by the end of 2020, as just some examples. (Vogue Business)