Hatch, headquartered in Amsterdam, has named Havaianas as the very first client to license its virtual showroom app. The tech company, which has funding from PVH Corporation, said it’s providing “a completely digital-guided wholesale selling experience” which has enabled the apparel company to undertake its 2021 selling season completely digital, “nearly excluding all physical samples”.

Merel Werners, Director of EMEIA Marketing at Havaianas, has said this process was smooth and the company plans to collaborate on more digital innovation with the Hatch.

Anne-Christine Polet, senior vice president Digital Ventures of Hatch, also said the “digitalization of wholesale distribution plays a critical role in creating a more effective, more efficient and more sustainable supply chain for apparel.” We would gain useful insights to boost the innovation phase and render the Hatch Digital Showroom even more functional by collaborating with Havaianas. That’s the future of fashion and we are eager to see the world taking on innovations.

This technology of the company was first created by PVH in 2014 and the firm said it has “revolutionized” the wholesale distribution process for the Tommy Hilfiger and Calvin Klein power brands of the group since then.

Hatch, which also provides advisory services for Digital Transformation to facilitate the transformation of a company into the future of wholesale sales, has already been selling the technology since January via a cloud-based license model of subscription software. But back then, he could have not known how much the market would soon look for such applications. The propagation of the coronavirus saw lockdowns worldwide within a month of its arrival, with trade shows postponed and the usual marketing processes of fashion totally interrupted.

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This has prompted a variety of big names, whether for purchase or collection growth, to go increasingly digital. Jack & Jones, Boss and Diesel, among several others, are brands that have launched big campaigns in recent times.


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