How ecommerce fills an insights "gap" for Puma
Stephen WhitesideWarc
The thought of brands selling their products directly to consumers is often seen as a major threat by retailers, be they bricks-and-mortar, digital pure-plays, or a mix of the two.
For Tom Davis, head of global ecommerce at sporting-goods group Puma, such a binary description fails to describe its aims in building a network of online stores that now spans more than 30 markets worldwide. "I'm not sure it's Puma versus the world, but that's how a lot of brands position themselves," he said at the Internet Retailer and...