Why fashion brands and retailers are redesigning wholesale for digitally-native buyers

7 months ago 20

Lisa Lopez, director of content marketing, NuORDER by Lightspeed

Recent headlines suggest that fashion’s direct-to-consumer craze is slowly waning. Iconic brands like Nike are touting their re-entry and investment into wholesale. Major retailers, such as Target, are looking to wholesale their private labels beyond their stores. Meanwhile, DTC darlings — from Allbirds to Warby Parker — have seen their valuations slashed, sometimes upwards of 90%.

As the growth of DTC becomes unclear, brands are reprioritizing a broader distribution strategy. According to NuORDER’s 2024 State of B2B Commerce Report, which surveyed over 250 fashion industry professionals, confidence in wholesale is trending upward — and it’s already eclipsed every other channel in revenue and strategic impact.

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