What fashion brands can learn from Nike’s first six months as an Amazon partner…

Jim Fosina, CEO Fosina Marketing Group comments in Hilary Milnes, Digiday article, What fashion brands can learn from Nike’s first six months as an Amazon partner

  • “You can’t ignore the fact that Amazon has the most powerful distribution system in the world. There’s just no denying that,” said Jim Fosina, CEO of Fosina Marketing Group. “Not even from a brand like Nike. And it’s not an exaggeration to say that message was felt throughout the retail industry.”
  • “Amazon is notorious for not being a very helpful partner for a lot of brands, and if there’s any brand you would think would have leverage, it would be Nike,” said Fosina. “So if you look at Nike and see that they haven’t been the best partner — allowing third-party distributors to be the Amazon Choice product and undercutting Nike’s first-party distribution — it’s telling luxury brands that maybe Amazon isn’t the right platform for them.”