Silver Dollar Jeans Channel Conflict Term Paper

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Silver Dollar International needs to realize that they must protect their brand and its value is tantamount, and that if the department stores want exclusive rights to their jeans, they are welcome to purchase a private label brand. All apparel manufacturers have this capability, and this fits the product needs of the department store or mass merchandiser in addition to allowing Silver Dollar International to retain its brand value. Further, Silver Dollar International needs to re-consider the strategy of selling through department stores and move into boutiques and other channel partnerships where they can retain profits, control of the brand, and control of the product lifecycles.

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These types of conflict lead Nike to pull out of Wal-Mart for example. For Silver Dollar International the most important criteria are retaining its brand equity, finding distribution partners that are more interested in profitability than pure volume, and concentrate on retaining control of their own product lifecycles.

Reference

Nair, G & Pleasance, D (2005). Mitigating channel conflict. The McKinsey Quarterly,(3), 16-17. Retrieved December 17, 2007, from ABI/INFORM Global database.….....

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