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PUMA: Challenges in an Omnichannel World

Embodee recently spent time with Thomas Davis, global head of e-commerce for PUMA, to discuss changes and challenges in the apparel industry. Here, in the first of two installments, are excerpts of our conversation.

Embodee: What are the most significant challenges for apparel companies like PUMA in this omni-channel sales world? There’s certainly a lot being written about it.

Davis: It depends on what kind of company you are. I’ll boil it down to just PUMA and the wholesale channels because this is a landscape of your retail and wholesale channels; and obviously your wholesalers are partners and clients too. Secondly, the brand has to decide what is the balance between sales and marketing. So it’s a complicated dance to figure out, and there isn’t one right or wrong answer. Further, how do you get these channels to work in concert while still balancing the needs of marketing and brand? Making sure that all of these business interests---everything---work together and complement each other is much easier said than done.