How ecommerce fills an insights "gap" for Puma

This event report discusses the role that ecommerce plays for Puma, the sporting goods group.

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...

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