Business of Fashion/ Chavie Lieber/ March 19, 2020

NEW YORK, United States ‚ÄĒ¬†During Paris Fashion Week in late February, as the¬†deadly coronavirus continued to spread, Svenja Maria Macmillan, the wholesale and operations manager of Copenhagen-based fashion company Birger Christensen,¬†knew the industry¬†was about to run into big trouble.

Birger Christensen operates two brands, Rotate and Remain, that are wholesaled to over 300 retailers around the world. But this season, as buyers began skipping their Paris appointments for fear of catching the contagion, Macmillan’s team grew concerned about meeting sales targets. So, they turned to Joor, a digital wholesale buying platform connecting retailers and brands. They uploaded extensive imagery of their latest collections, and had buyers place orders directly on Joor instead of via their traditional face-to-face appointments.

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