{"id":21856,"date":"2017-11-14T15:09:55","date_gmt":"2017-11-14T20:09:55","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/nike-will-investing-in-new-technologies-help-reverse-its-recent-poor-performance\/"},"modified":"2017-11-14T15:09:55","modified_gmt":"2017-11-14T20:09:55","slug":"nike-will-investing-in-new-technologies-help-reverse-its-recent-poor-performance","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/nike-will-investing-in-new-technologies-help-reverse-its-recent-poor-performance\/","title":{"rendered":"Nike: Will Investing in New Technologies Help Reverse its Recent Poor Performance?"},"content":{"rendered":"<p>Nike, the world\u2019s leading sports brand has been under-performing as of late. The company is one of the Dow\u2019s worst performers in 2016, plagued by poor earnings and declining domestic sales. In the ultra competitive sneaker industry, how can Nike keep up with the competition, be it from other giants such as Adidas or hot startups such as Allbirds?<\/p>\n<p>Over the past few years, technological advancements in sneaker manufacturing have led to\u00a0\u201ctectonic shifts\u201d in the production process. To stem its earnings decline, it is imperative Nike transform its supply chain. To illustrate how significant some of these shifts are, the use of automation and virtual prototyping now has ability to decrease manufacturing lead times from eighteen months to just four, allowing companies to respond to rapidly changing customer preferences [1].<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-21821 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Shoe-Production.jpg\" alt=\"\" width=\"837\" height=\"357\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Shoe-Production.jpg 1891w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Shoe-Production-300x128.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Shoe-Production-768x327.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Shoe-Production-1024x436.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Shoe-Production-600x256.jpg 600w\" sizes=\"auto, (max-width: 837px) 100vw, 837px\" \/><\/p>\n<p>These changes are even more drastic in the long run as automation will likely upend the entire manufacturing industry. The numbers are staggering; According to experts, 1.3 million new robots will be installed in factories over the next three years and about 56% of Southeast Asian salaried employment is at risk of displacement by technology over the next 20 years [2]. As one of the world&#8217;s largest manufacturers, Nike has to act, fast.<\/p>\n<p>To maintain its competitive edge, Nike has formed partnerships in attempt to reinvigorate its sales and cut costs. In 2015, it partnered with Flex\u00a0to introduce greater automation into its labor-intensive shoe-making process [3]. Flex&#8217;s facility in Mexico has worked on innovations that allow for laser-cutting and automated gluing, ultimately accelerating the production process. So why is this groundbreaking for Nike and how do these changes translate into healthier financial returns?<\/p>\n<p>We can look at the benefits from both a revenue and cost perspective. From a revenue standpoint, Nike is now not only able to offer greater customization for its sneakers, but it is also able to meet consumer demand more quickly. After all, who wouldn&#8217;t want perfectly fitting monogrammed sneakers delivered quickly to their doorstep? As for cost, Nike will enjoy substantial labor cost savings. This is particularly evident in Vietnam, where Nike sources 40% of its shoes [4] and where labor costs have been climbing steadily. In fact, analysts estimate that Nike could save $400m in labor and material costs, representing a 5 per cent benefit to its EPS [5]. Though not explicitly mentioned, it likely that automation could also lead to lower defect rates which translate into further cost savings.<\/p>\n<figure id=\"attachment_21877\" aria-describedby=\"caption-attachment-21877\" style=\"width: 399px\" class=\"wp-caption alignright\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Grabit-Shoe-Making-Robot.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-21877\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Grabit-Shoe-Making-Robot.jpg\" alt=\"\" width=\"399\" height=\"266\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Grabit-Shoe-Making-Robot.jpg 1600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Grabit-Shoe-Making-Robot-300x200.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Grabit-Shoe-Making-Robot-768x512.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Grabit-Shoe-Making-Robot-1024x682.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/Grabit-Shoe-Making-Robot-600x400.jpg 600w\" sizes=\"auto, (max-width: 399px) 100vw, 399px\" \/><\/a><figcaption id=\"caption-attachment-21877\" class=\"wp-caption-text\">Grabit\u2019s shoemaking robot at the company\u2019s headquarters in Sunnyvale<\/figcaption><\/figure>\n<p>Nike has also adopted technology to speed up its design process. It has been able to cut its multiple week prototyping process down significantly through the use of virtual prototypes. Through its partnership with NOVA,\u00a0the powerful technology platform from DreamWorks, Nike produces photorealistic 3D images that eliminate the need for numerous physical prototypes [7] which translate into more designs in less time.<\/p>\n<p>Nike also understands that adopting new technology is insufficient. To ensure sustained long-term growth, Nike needs to invest heavily into internal R&amp;D and fund promising projects that could potentially revolutionize its production lines. It has done some of this through its investment in Grabit, a startup that\u00a0uses electroadhesion to help machines manipulate objects in novel ways.\u00a0Grabit has reportedly provided Nike with upper-assembling machines that can work at 20 times the pace of human workers [6].<\/p>\n<p>Though I find the progress Nike is making reforming parts of its supply chain encouraging, it needs to do more to combat the decline in brick and mortar retail.<\/p>\n<p>Though Nike has tried to buck the trend by launching concept stores to create a premium in-store experience [8], this is not sufficient. Nike might want to consider downsizing its store footprint (reduce rent and inventory costs) and follow in the steps of Bonobos and Grana where inventory is offsite, customers try in store but order online. Nike&#8217;s June 2017 partnership Amazon is a big step [9], but the company could also as a result, cannibalize its own retail stores (this also deals a further blow to its distributors such as Foot Locker whose shares have plummeted) [10]. Ultimately, Nike needs to continuously innovate at the downstream end of its supply chain to make sure its physicals don&#8217;t become extinct.<\/p>\n<p>What are some the technologies retail stores have been implementing to counter the decline in brick and mortar retail? Will these strategies be applicable to Nike?<\/p>\n<p>It seems distributors (Dick&#8217;s, Foot Locker etc.) are being increasingly irrelevant in Nike&#8217;s supply chain, can these companies be turned around?<\/p>\n<p>(743 words)<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"text-decoration: underline\"><strong>Sources<\/strong><\/span><\/p>\n<p>[1]\u00a0Bain, M. (2017).\u00a0<i>A revolution is coming in the way your sneakers are designed and manufactured<\/i>. [online] Quartz. Available at: https:\/\/qz.com\/1000737\/a-revolution-is-coming-in-the-way-your-sneakers-are-designed-and-manufactured\/ [Accessed 13 Nov. 2017].<\/p>\n<p>[2]\u00a0Garcia, T. (2017).\u00a0<i>Nike, Adidas adding robots to supply chain to deliver shoes customers want faster<\/i>. [online] MarketWatch. Available at: https:\/\/www.marketwatch.com\/story\/nike-adidas-adding-robots-to-supply-chain-to-deliver-shoes-customers-want-faster-2017-06-07 [Accessed 13 Nov. 2017].<\/p>\n<p>[3] TODAYonline. (2017).\u00a0<i>Robotics in the running for Nike\u2019s factories of the future<\/i>. [online] Available at: http:\/\/www.todayonline.com\/world\/robotics-running-nikes-factories-future [Accessed 13 Nov. 2017].<\/p>\n<p>[4]\u00a0Clough, M., Black, M. and Welch, M. (2017).\u00a0<i>Nike and Ford Caught in Crossfire of Trump\u2019s Trade Overhaul<\/i>. [online] Bloomberg.com. Available at: https:\/\/www.bloomberg.com\/news\/articles\/2017-01-23\/nike-and-ford-caught-in-crossfire-of-trump-s-free-trade-overhaul [Accessed 13 Nov. 2017].<\/p>\n<p>[5]\u00a0TODAYonline. (2017).\u00a0<i>Robotics in the running for Nike\u2019s factories of the future<\/i>. [online] Available at: http:\/\/www.todayonline.com\/world\/robotics-running-nikes-factories-future [Accessed 13 Nov. 2017].<\/p>\n<p>[6]\u00a0Fortune. (2017).\u00a0<i>These Robots Are Using Static Electricity to Make Nike Sneakers<\/i>. [online] Available at: http:\/\/fortune.com\/2017\/08\/30\/robots-static-electricity-nike-sneakers\/ [Accessed 13 Nov. 2017].<\/p>\n<p>[7]\u00a0Bain, M. (2017).\u00a0<i>A revolution is coming in the way your sneakers are designed and manufactured<\/i>. [online] Quartz. Available at: https:\/\/qz.com\/1000737\/a-revolution-is-coming-in-the-way-your-sneakers-are-designed-and-manufactured\/ [Accessed 13 Nov. 2017].<\/p>\n<p>[8]\u00a0Bowman, J. (2017).\u00a0<i>Nike Inc&#8217;s New Soho Store Shows Why the Future of Retail Is Experience-Based<\/i>. [online] The Motley Fool. Available at: https:\/\/www.fool.com\/investing\/2017\/04\/10\/nike-incs-new-soho-store-shows-why-the-future-of-r.aspx [Accessed 13 Nov. 2017].<\/p>\n<p>[9]\u00a0Wattles, J. (2017).\u00a0<i>Nike confirms Amazon partnership<\/i>. [online] CNNMoney. Available at: http:\/\/money.cnn.com\/2017\/06\/29\/technology\/business\/nike-amazon-shoes\/index.html [Accessed 14 Nov. 2017].<\/p>\n<p>[10]\u00a0Townsend, M. and Freund, M. (2017).\u00a0<i>Foot Locker Dives as Investors Brace for \u2018Several Years of Pain\u2019<\/i>. [online] Bloomberg.com. Available at: https:\/\/www.bloomberg.com\/news\/articles\/2017-08-18\/foot-locker-plunges-as-athletic-goods-sales-contraction-deepens [Accessed 14 Nov. 2017].<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Technology is causing tectonic shifts in the sneaker manufacturing industry. In a period of declining sales and earnings, Nike has to transform its supply chain to stay relevant.<\/p>\n","protected":false},"author":9586,"featured_media":22342,"comment_status":"open","ping_status":"closed","template":"","categories":[3235,2372,161,158,16],"class_list":["post-21856","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-digital-supply-chain","category-fashion-technology","category-manufacturing","category-nike","category-retail","hck-taxonomy-organization-nike","hck-taxonomy-industry-retail","hck-taxonomy-country-united-states"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/rc-tom-challenge-2017\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike: Will Investing in New Technologies Help Reverse its Recent Poor Performance? - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/nike-will-investing-in-new-technologies-help-reverse-its-recent-poor-performance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nike: Will Investing in New Technologies Help Reverse its Recent Poor Performance? - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"Technology is causing tectonic shifts in the sneaker manufacturing industry. 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