In my ebook “How Nike’s CDO Shifted the Sneaker Retail Landscape and How Long Form Content Can Move E-Commerce Forward” I discuss that brands are attempting to reach their brand loyal fans directly. They are also attempting to bring new fans to their sites. This means that brands are no longer supporting retail outlets with in-store merchandising. Long gone are the days when you could grab a poster of your favorite player. Long gone are the days when the inside of the store looked like a commercial for the launch of a new brand. Today retail stores simply put the shoes on a pedestal with some other merchandise and they expect you to “Just Buy It”. The reality is retail is at the mercy of the consumer and this is now a consumer’s market. Retail is going to have to tell better stories to capture the attention of a social media world and they aren’t really doing that. You know who is doing this? The brands.
