Fashion Wholesale Buying Goes Digital in Paris
[Paris, France] With in-person interactions on pause due to the global pandemic, the Paris fashion scene is turning to digital wholesale solutions following Paris Fashion Week. In a shift from physical to digital, many brands are showcasing their collections on online wholesale platforms, facilitating discovery and connection with fashion buyers and the press.
One of these solutions is Paris-based VISORE SHOWROOM. According to its Founder, Karim Coppola, “Following the impact of COVID-19, brands are looking for innovative ways to give buyers and retailers access to their collections and allow them to browse and place orders with ease, especially during Fashion Week. Less physical interactions and less travel time are crucial demands from the fashion industry at the moment.” Featuring brands including GUNTHER, Safsafu and ORAZ, and with partnerships with traditional showrooms including Paris-based CUBE, VISORE SHOWROOM is helping physical fashion players break through to the digital realm.
“Digital showrooms alleviate the current volatile reality of the fashion industry,” says Phillipe Natali, Founder of CUBE. “Due to travel restrictions, it’s not as easy for buyers to book appointments with brands. These platforms provide an easy-to-navigate option for labels that want to add digital buying to their strategy.“
“We are witnessing the development of a new concept of wholesale purchasing in the fashion industry, one that requires less paperwork, less time consumption and less environmental impact,” explains Coppola. With digital showrooms, brands can create custom line sheets, manage orders and offer shoppable lookbooks that are available to buyers 24/7. As Paris recovers from an unconventional Fashion Week, innovative solutions provide welcome support for brands looking to stay connected.