The timing of this launch is appropriate given the increased demands for corporate transparency that many fashion industry players, including Orma’s founders, have observed. According to The Consumer Goods Forum’s The Honest Product Guide, a majority of global customers believe that brands do not provide enough information about the impact of their products on various social, environmental, safety and health issues. The same report reveals that 90% of member companies surveyed believe that their customers are more interested in issues related to transparency today than five years ago.
The 2022 State of Fashion Report notes that more than 40% of Gen Z shoppers are looking for brands that have a strong reputation for sustainability. That said, greenwashing and woke-washing have become a major issue in fashion marketing. Only 60% of brands surveyed for the 2021 Remake Fashion Accountability Report publicly disclosed their Tier 1 suppliers and only 5% disclosed their full supply chains. Despite market share, the same report notes that small and medium-sized businesses scored an average of 28 points higher on transparency markers than their larger counterparts.
B2B online fashion sourcing platform MakersValley has launched Orma – a brand new online traceability and transparency marketing suite for B2C fashion brands. Orma enables apparel, footwear and accessories brands to use stories about how and where their products were designed, sourced, manufactured and modeled to market and sell products.
As a suite of digital tools with on- and off-screen capabilities, Orma is well positioned to help fashion brands that prioritize transparency demonstrate their commitment in a way that’s both engaging and shoppable, the company said in A press release.
Orma achieves this by providing brands with an easy-to-use suite of tools they can use to create and launch visual, dynamic, shoppable and shareable online fashion product stories, known in Orma as Product Experience Pages. just a few minutes. These pages can be used to communicate the real insider stories of how the apparel and accessories products their customers love were brought to life using product design sketches, factory glimpses, behind-the-scenes footage and photos and videos that end customers can share on social media. . These, accentuated by a selection of plug-and-play features to illustrate the timeline of product development in the market, interactive maps of the global supply chain, and more, provide customers with an in-depth yet still purchasable, of their favorite fashion items. These features will prove especially useful for small to medium sized fashion brands with little or no technology expertise.
Co-founder and CEO of Orma, Alessio Iadiciccoexplained how he expects Orma to revolutionize fashion shopping: “Imagine walking into your favorite online store or marketplace and instantly being able to see the full, detailed stories of the products you see in front of them. With the simple click of a link or scanning an actual QR code, your device can unlock a wealth of rich product information that goes beyond simple instructions on a care label or price tag. now something much deeper that shows you through images and videos how the products you see were made, which designers or artisans created them, and how they embody the values and mission of the brand that made them created.
“Things are no longer separated in e-commerce or in-store. This is a true omnichannel experience. This is the future of shopping that we see with Orma.
Fibre2Fashion (KD) News Desk