The year-old platform was launched by Mercedes-Benz Fashion Week Australia founder Simon Lock and boasts an 80-strong designer portfolio. The site loaded Gordon’s online wholesale showroom on Saturday morning, 24 hours after the designer’s New York Fashion Week presentation, direct to his 35,300 Instagram followers, via nine Kat Irlin-lensed video vignettes.
Gordon’s online showroom features multiple images/views of each garment from the full 36-piece collection, with other digital assets including fabric specifications and the IG videos.
Said Michelle Leicht, chief operating officer of Wes Gordon, “We are pleased to partner with Ordre in the creation of an online wholesale showroom where we can leverage the power of social media to drive our wholesale business. In just a few clicks, both our current and prospective retailers can review the entire collection in detail and place their orders. The immediacy is particularly relevant as the window to meet customer demand becomes shorter and shorter.”
Smith’s fall showroom will go live on the platform shortly after his Feb. 21 women’s wear show during London Fashion Week. It will be accompanied by a video presentation from Smith himself, shot backstage in London and in which the designer will introduce the collection to the platform’s 2,365-strong retailer network in 93 countries that includes department stores, multibrand boutiques and online retailers.
“This move supports the evolution of our women’s business and comes at a perfect time as we focus on the new direction of our first line collection,” said Ashley Long,Paul Smith’s managing director. “At Paul Smith, we continually strive to innovate and embrace online technology that is helping to redefine fashion.”
According to Lock, this is the first online showroom for Gordon.
A Paul Smith representative confirmed that fall will be the first season the company will be using an online showroom to wholesale the collection. The company’s only previous similar forays include a brief involvement two years ago with NuOrder for the PS Paul Smith diffusion footwear line in the U.S. only and Joor, via the licensee for Paul Smith Eyewear.
Said Lock, who last week proposed MBFWA become the world’s first fashion week to make the complete transformation from a wholesale to a consumer-facing retail event: “We are extremely pleased to be able to partner with these extraordinary talented designers who have recently embraced the changes that are sweeping our industry and who continue to be innovators and use digital technology to service the needs of their retail customers.”
Read the article on WWD here.