MakersValley – an online fashion B2B sourcing platform – has finally launched much-awaited online traceability and transparency marketing suite for B2C fashion brands named – Orma.
The company says the new Orma suite allows apparel, footwear and accessories brands to use the stories of how and where their products were designed, sourced, made and modelled to market and sell products to customers and wholesale retail partners online and in-store.
Since there has been a steep rise in the demand for traceability and transparency within fashion supply chain, MakersValley believes the launch is timely.
According to The Honest Product Guide from the Consumer Goods Forum, a majority of global customers feel that brands don’t offer enough information about how their products impact various social, environmental, safety and health issues.
The very same report also states that around 90 per cent of corporate members surveyed believe that their customers have a greater interest in transparency-related issues now than they had five years ago.
Further, only 60 per cent of brands surveyed by the 2021 Remake Fashion Accountability Report publicly disclosed their Tier-I suppliers and only 5 per cent revealed their full supply chains.
These persistent challenges related to fashion supply chain have led to the birth of hollow marketing concepts such as greenwashing and woke-washing that are all over in fashion industry.
Addressing these issues head-on, Orma, as a digital-based tool suite with on- and off-screen capabilities, is said to be well-positioned to help fashion brands that prioritise transparency demonstrate their commitment in a way that’s both engaging and shoppable.
MakersValley further reports that Orma provides brands with a user-friendly tool suite that they can use to create and launch visual, dynamic, shoppable and shareable online fashion product stories, known in Orma as Product Experience pages, in mere minutes.
These pages can be used to communicate the real, insider stories of how the garment and accessories products their customers love came to life using product design sketches, factory insights, behind the scenes footage and photos and videos that end-customers can share on social media.
These, accented by a selection of plug and play features to illustrate product development-to-market timeline, interactive global supply chain maps, etc., give customers a deep, yet still shoppable, look at their favourite fashion goods.
These features will prove especially helpful for small-to-medium sized fashion brands with little to no tech expertise.
Alessio Iadicicco, Co-founder and CEO, Orma, explained, “Imagine entering your favourite boutique or online marketplace and being instantly able to view the full, detailed stories of the products you’re seeing in front of you. In just a simple link click or real-life QR code scan, your device can unlock a wealth of rich product information that goes beyond the simple instructions on a care label or price tag. You’re now revealing something much deeper that shows you through pictures and video how the products you’re seeing were made, which designers or artisans created them, and how they embody the values and mission of the brand that created them.”
