Why d-to-c sneaker brand GREATS is moving into new channels
When Ryan Babenzien founded high-end sneaker line GREATS in Brooklyn six years ago, he went all digital. Babenzien used Instagram to market the shoes, and GREATS' own website to sell them directly to consumers in a native ecommerce model popular with startups eager to eliminate the middleman from the supply chain and offer lower prices. Yet as the brand has found its footing, that's changed, Babenzien says.
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