TREW Gear: Is Amazon the Trail to Growth?
Chris Pew, an expert backcountry skier, was a founder and the CEO of 12-year-old TREW Gear, a premium niche brand for technical backcountry ski apparel. TREW Gear's products--snow bibs, jackets, pants, and accessories--were selling well through independent and specialty retailers and direct to consumers on trewgear.com. Heavy on Pew's mind, however, was how to continue growing the business, particularly the question of whether he should start selling TREW products on Amazon.com. Would TREW's presence on the behemoth US-based e-commerce platform help the company grow, long-term? Shorter-term, would selling on Amazon deliver the 20% increase in revenues his investors wanted to see by the end of the year? And if Amazon wasn't the best choice, what distribution strategy should he embrace?
Jim Lecinski, Helena Bouchez
06/24/2022 (Revised: 11/11/2022 )
Amazon, Digital marketing, Marketing, Marketing channels, Omnichannel, Product distribution, Product lines, Product management, Product positioning, Sales and marketing
Lecinski, Jim, and Helena Bouchez. TREW Gear: Is Amazon the Trail to Growth?. Case 5-221-252 (KE1216).PREVIEW or BUY