Wholesale Brands, Stuck With Excess Inventory, Find Inventive Ways to Entice Shoppers

Apparel companies Duer, Paige, Vuori and Cuts Clothing all pivot to new models as retailers cancel orders

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With retailers canceling orders from their wholesale partners given ongoing pandemic-related store closures, brands are rushing to embrace or accelerating their shift to a direct-to-consumer sales model.

That’s because brands that rely primarily on a wholesale business model—in which third-party merchants sell their products—are now stuck with excess inventory and need alternative channels to get their products into consumers’ hands, explained Zahra Bahari, CEO of brand management firm The Powell Cos. Real.

To diversify, brands are implementing tactics from platforming products and drop shipping to consignment

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