{
  "docId": "019dd923-5de0-76bd-a16a-3daf99bdaba2",
  "docSlug": "d226a513f9a7a03c",
  "documentTitle": "The State of Fashion 2025",
  "authorId": "McKinsey",
  "authorName": "McKinsey",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.333,
  "pageNumber": 107,
  "pageCount": 154,
  "prevPage": 106,
  "nextPage": 108,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 20,
  "notes": "The chart shows a trend of increasing DTC share for most brands, with some recent adjustments.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "line_chart"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a16a-3daf99bdaba2/107",
  "deckHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-3daf99bdaba2#slide-107",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "DTC will be used for customer experience and community building; Wholesale will be used to increase reach and brand presence.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-2e38-7248-a647-1f48c148f9d4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.45,
        "x": 0.52,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Share of global DTC sales by brand, 2019-2023",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ac392b4e-4173-4ee6-892b-3ea6df3914e6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Share of global DTC sales",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-2e38-7248-a647-210e4f16470e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.45,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "paragraph",
      "text": "On and Hoka are planning to continue their expansion into direct-to-consumer (DTC). Nike and Adidas, meanwhile, are renewing part of their focus on wholesale after shifting heavily towards DTC and experiencing missed sales targets and rising inventory levels.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "030cf8bd-debe-4c80-a644-db8d3eac96bb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.45,
        "x": 0.05,
        "y": 0.38
      },
      "kind": "paragraph",
      "text": "DTC will be used for customer experience and community building. Wholesale will be used to increase reach and brand presence. Competition for shelf space is growing.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fc465c56-3bf0-42f0-8628-e9791e54c133",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.3,
        "x": 0.52,
        "y": 0.91
      },
      "kind": "source-note",
      "text": "Source: McKinsey analysis, annual reports and press releases",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "addddc90-fef1-4c78-971e-009a9643756f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.9,
        "x": 0.05,
        "y": 0.07
      },
      "kind": "title",
      "text": "Sportswear brands must strike the right balance between DTC and wholesale customer touchpoints",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4e20223f-573c-4b21-82e8-dce13735f768",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Comparison frame",
      "slug": "comparison-frame",
      "agent": null,
      "layer": "slide",
      "matchId": "daba23ce-a21a-4f34-a83b-d90ecc63ab57",
      "evidence": "DTC will be used for customer experience and community building; Wholesale will be used to increase reach and brand presence.",
      "confidence": 0.6
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 154,
      "from": 20,
      "beatId": "54b19f34-d2fb-4a44-bbd4-baec035a1a11",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution (Provide relief)",
      "beatSlug": "problem-agitate-solution-solution-provide-relief",
      "evidence": "The document provides solutions and recommendations for fashion brands to address these challenges and succeed in 2025.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}