DTC 채널 우선 + 데이터 수익성 근거 중심으로 푸는 결
My position is that Nike should invest more strategically in its direct-to-consumer (DTC) digital channels, particularly the Nike app and SNKRS app. The core argument is about margin control and first-party data. When Nike sells through third-party retailers, it loses visibility into who the end customer actually is, and gives up a significant portion of margin in the process. By growing owned digital channels, Nike captures purchase behavior, size preferences, and browsing patterns that directly inform product development and personalization. Another angle is community-building. The SNKRS app has shown that exclusive drops and member-only access generate genuine brand loyalty — a behavior harder to replicate through wholesale. I wouldn't argue Nike should abandon wholesale entirely — mass-market reach still matters for core product lines — but the strategic investment should shift toward DTC. If Nike can convert even 15~20% of wholesale volume to direct sales, the margin and data impact would be substantial. That's where long-term brand equity gets built.