Why fashion brands and retailers are redesigning wholesale for digitally-native buyers

Recent headlines suggest that fashion’s direct-to-consumer craze is slowly waning. Iconic brands like Nike are touting their re-entry and investment into wholesale. Major retailers, such as Target, are looking to wholesale their private labels beyond their stores. Meanwhile, DTC darlings — from Allbirds to Warby Parker — have seen their valuations slashed, sometimes upwards of 90%.
As the growth of DTC becomes unclear, brands are reprioritizing a broader distribution strategy. According to NuORDER’s 2024 State of B2B Commerce Report, which surveyed over 250 fashion industry professionals, confidence in wholesale is trending upward — and it’s already eclipsed every other channel in revenue and strategic impact.