To take back the distribution reins, the savviest brand manufacturers will proactively remaster their supply chains, entirely revamp their distribution partner network, and harness AI-based retail planning. And we’ll see more direct-to-consumer investment to improve margins and develop direct relationships with customers. It won’t be easy to uncouple from decades-long wholesale partner relationships …. but these are the brands that ultimately will control their future and flourish.

Market research firm Forrester commenting in a post published this week on Forbes.com that provides an outlook on, “Predictions 2021: Retailers, Brand Manufacturers, And Mall Operators.”