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Published
May 27, 2020
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JOOR links with London Fashion Week and Premium for virtual shows

Published
May 27, 2020

Digital wholesale platform JOOR said on Wednesday that it will power the marquee upcoming summer fashion industry events London Fashion Week next month and Premium Berlin in July, as well as a number of autumn fashion events.


Christopher Kane - Spring-Summer2020 - Womenswear - Londres - © PixelFormula


It will “create unique landing environments for each show for brands to showcase and retailers to shop collections,” it said.

The LFW event takes place at the same time as the physical LFW Men’s had been scheduled (June 12-14). “It was incredibly important that we find a way at London Fashion Week to assist our brands, especially small and emerging ones, in this unusual time,” said Caroline Rush, British Fashion Council chief executive. “The access JOOR is providing will allow our members to continue their business relationships so they are well prepared for the recovery.” 

Meanwhile, Premium’s managing partner Anita Tillmann said: “We already had digital components to our shows with our app, which was successfully integrated into JOOR last year. The next logical move for us was to consolidate all our digital tools with JOOR Passport in order to achieve a seamless experience for our customers both on and offline. 

“Considering the current circumstances, this transformation became even more important. Digital is a huge opportunity for brands and buyers to remain capable and maintain international business.” 

As mentioned, the specific product these events will be using is JOOR Passport, which is “intended for the current market conditions of restricted travel as well as the post-pandemic era when physical events resume,” JOOR said. 

We’re told it centralises the trade show and fashion week experience “by creating a one-stop-shop for users: one place to upload data, one website to visit, one app to download, and one comprehensive experience. By digitising the interaction between brands and retailers, it enables a 365 day per year marketplace where retailers discover new styles and designers, and brands generate more connections”.

The company said it means brands can upload their seasonal lookbooks to unique profile pages and showcase their styles in virtual showrooms. 

And brands that have created images using its exclusive partnership with ORB360 “will be able to offer retailers 360 degree images that communicate every product detail for an enhanced shopping experience”.

And there are plans to continue this tech approach once the trade show and runway calendars start to get back to normal. The firm said that it will take an omnichannel approach. “The Passport mobile app will allow brands and retailers to manage their connections and appointments and place orders at these events,” it explained. “Retailers will use the universal app for all shows. Data stored in the app is carried from one event to the next to make planning and reconnecting easier than ever before.”

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