When Tommy Hilfiger introduced a fully digital showroom back in 2015, little did parent company PVH know it would spell the future of wholesale. While offering a seamless interface of selling tools, a novel touchscreen where buyers can merchandise collections without requiring to see samples, it hadn’t banked on the notion that one day those buyers wouldn’t be able to physically come to its showroom – digital or not.
Fast forward to 2020, the year now known as fashion’s digital reckoning. An online future that required to be swiftly embraced, when traditional B2B and B2C sales were suddenly no longer possible. It proved a Darwinian task, with the fittest surviving and thriving, and the weakest left behind.
Survival of the fittest
With trade shows canceled, travel embargoed and in-person showroom meetings moved online, the only solution during the pandemic was for brands to sell to international clients via a digital showroom.
Digital showrooms take the entire selling and buying process online
Digital showrooms enable brands to share collections with a click of a button and…
