The evolution of the direct-to-consumer model in the sportswear industry

: an assessment of the model’s application by top industry leaders

Abstract

This dissertation assesses how the sportswear industry is approaching the rising trend, Direct-to-Consumer (DTC) model. Therefore, it explores its current development and the potential of model in the industry. The research questions were answered by developing four abbreviated case studies on global sportswear brands, Nike, Adidas, Puma, and Under Armour. The four abbreviated cases explain how top global sportswear brands are approaching model, what best practices they are using and the financial impact of the model. Also, a scenario-building approach was developed to understand what the future of this model in the sportswear industry will be.The sportswear brands are increasing the adoption of the DTC model at a fantastic pace over the years, especially online, which the sportswear brands fastest-growing channel. On a consumer perspective, consumers are more likely to buy and interact directly through a brand on digital platforms. The future of the DTC model in the sportswear industry is most likely to follow a base-case scenario, where the top global sportswear brands will increase the adoption of the model, and medium and small brands will follow the trend.

Date of Award	28 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Kyryl Lakishyk (Supervisor) & André de Almeida Pinho (Co-Supervisor)