LONDON, United Kingdom — “It’s like standing in the middle of a hurricane and trying to grab things that fly by you, and hoping you’ve grabbed the right thing that can save your life,” says Doug Stephens. “That’s the way retailers feel.”

The renowned retail industry futurist, advisor and author talks to Imran Amed about how brands can make sense of all the change that’s happening in the fast-evolving retail landscape. One of the biggest challenges is a shift in distribution, as insiders are saying the days of wholesale are numbered. “They’re not delivering the kind of experience that brands would like to have associated with their products,” says Stephens. “[Brands are] in the cold, hard light of 2018 evaluating the relative equity that they get from distribution of their products through merchants.”…