MakersValley launches Orma traceability and transparency marketing suite

YarnsandFibers News Bureau 2022-03-04 05:59:51 – USA

Online B2B fashion sourcing platform MakersValley, has launched a beta version of online traceability and transparency marketing suite for B2C fashion brands named – Orma.

Orma helps garment, footwear, and accessories brands to market and sell products to customers and wholesale-retail partners online and in-store by telling the stories of how and where their products were designed, sourced, made, and modeled.

Given the growth in expectations for corporate transparency that many in the fashion industry, including Orma's creators, have noticed, the timing of this launch is ideal. A majority of global customers believe that brands do not provide enough information about how their products impact numerous social, environmental, safety, and health issues, according to the Consumer Goods Forum's The Honest Product Guide. According to the same report, 90% of corporate members surveyed felt that their customers are more interested in transparency concerns now than they were five years ago.

More than 40% of Gen-Z shoppers seek out businesses with a strong reputation for sustainability, according to the 2022 State of Fashion Report. Greenwashing and woke-washing, on the other hand, have become important issues in the fashion industry. Only 60% of brands polled in the 2021 Remake Fashion Accountability Report made their tier 1 suppliers public, while only 5% made their entire supply chains accessible. Despite their market share, small-to-medium-sized businesses scored 28 points higher on transparency markers than their larger counterparts, according to the same research.

Orma is well-positioned to help fashion brands that prioritize transparency demonstrate their commitment in a way that is both engaging and shoppable, according to the company, as a digitally based tool suite with on and off-screen capabilities.

Orma accomplishes this by giving businesses a user-friendly tool suite that allows them to quickly design and deploy visual, dynamic, shoppable, and shareable online fashion product stories, which Orma refers to as Product Experience pages.

Using product design sketches, manufacturing insights, behind-the-scenes film, and images and videos that end customers can share on social media, these pages can be utilized to express the true, insider story of how the garment and accessory products their customers adore came to life. These, combined with a variety of plug-and-play features such as interactive global supply chain maps and product development-to-market timelines, provide buyers with a comprehensive, yet still shoppable, look at their favorite fashion items. These capabilities will be especially beneficial to small-to-medium-sized fashion firms that lack technical competence.

Alessio Iadicicco, Orma’s co-founder and CEO, said imagine entering your favorite boutique or online marketplace and being instantaneously able to examine the entire, detailed narrative of the things you're seeing in front of you. Your device can uncover a plethora of rich product information that goes beyond the simple instructions on a care label or price tag with just a simple link click or real-life QR code scan. You're now revealing something much more in-depth, which tells you how the things you're seeing were made, whose designers or artisans created them, and how they exemplify the values and mission of the brand that created them through photographs and video. "things are no longer divided into two categories: e-commerce and in-store. This is an omnichannel experience in the truest sense. With Orma, they can envision the future of purchasing.

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