Nike Must Restore Exclusivity to Jumpstart Footwear Brand -- Market Talk

Dow Jones07-27

15:00 ET - As Nike restructures its brand, the company needs to strike a balance between exclusivity and distribution to improve its reputation, BMO Capital Markets analyst Simeon Siegel says. Nike has traditionally done a good job of pulling back on successful products before they top out, but that the company has recently allowed demand to control distribution on items like the Air Force 1. "It is never a good idea to ring the last dollar out of a successful product," Siegel says. Nike may already be moving in the right direction, as average sales prices rose for footwear in the fiscal fourth quarter, while units sold fell, according to estimates by BMO Capital Markets. (victor.swezey@wsj.com)

(END) Dow Jones Newswires

July 26, 2024 15:00 ET (19:00 GMT)

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