Allbirds: The Rise and Fall of Direct to Consumer | 5
Business Wars
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Allbirds: Rise and Fall in the Footwear Market
This chapter chronicles the rise of Allbirds from a successful Kickstarter launch to its IPO in 2021 within the thriving e-commerce landscape. It highlights the brand's struggles post-IPO, including declining stock prices, product quality issues, and challenges in maintaining customer engagement. The narrative examines their efforts to pivot from direct-to-consumer to a more traditional retail strategy, culminating in attempts to revitalize their brand as they face a struggle to remain relevant.
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