Shortly after the postponement of its Las Vegas fashion events (read here) trade show organizer Informa Markets (Project, Magic, Coterie, etc.) has announced the launch of a new project: together with wholesale e-commerce platform NuOrder it will create a digital fashion trade show format, which will debut alongside Informa’s currently scheduled physical events in Las Vegas and New York in Fall 2020.
As the two companies state, the new platform will be “the industry’s largest digital trade event”–due to NuOrder’s “extensive network of thousands of premium brands and 500,000 retailers, paired with Informa Market’s global fashion network”.
The digital shows will run for 8 weeks. Brands will be able to access NuOrder’s digital capabilities, including custom digital catalogs, line sheets, in-platform ordering and the interactive 360° degree virtual showroom technology, to tell their brand story and virtually present new collections.
Retail buyers will be able to discover, connect, and do business with new brand partners through category and price point search functionalities, access to curated content and relevant product recommendations, and in-platform order placement.
“We see this as an important next step in the evolution of our business, and the fashion industry as a whole. The live event experience is irreplaceable; fashion in particular is a very tactile business—buyers want to feel fabrics in their own hands and see colors with their own eyes. But we also believe that the future of fashion wholesale is a synergy of physical and digital,” says Nancy Walsh, President Fashion of Informa Markets.