fashion

This Virtual Showroom From Del Rainbow Is What Fashion Needs Right Now

Amid the pandemic and forcing social distance throughout the entire world, the fashion industry, which is largely-based on in-person interaction with a product, has been forced to adjust their business for the new normal of “Phygital” fashion. Del Rainbow may have resolved the issue of cold-calls and weak signals brought about since resorting to video presentations and digital conferences to keep businesses thriving.

As brands shifted to digital shows and virtual presentations around the globe, other brands found ways to enhance the digital experience. Fashion wholesale, brand development, and consulting agency Del Rainbow have already invested in bringing the showroom experience to life from anywhere in the world. They have launched their Virtual Showroom and digital buying platform for SS21 this month that is quite the experience.

Del Rainbow houses contemporary brands like St. Agni, Peony Swimwear, and Deiji Studios under its arc, and operates through a holistic approach that focuses on strategic partnerships and global retailers. Championing each story, these boutique brands all have made a commitment to sustainability and ethical practices ensuring an aesthetic that is relevant to issues. Fostering the made-to-order motto, Del Rainbow operates on furthering this fully sustainable, Virtual Showroom experience.

That platform opens to a guided five-minute meditation with Co-founder and Global Sales Director, Bianca Gregg, as the virtual experience keeps fashion fresh for buyers with a calming intro. The digital experience is brought to the international market from Byron Bay, Australia, and feels like you are in the Del Rainbow showroom going over collections and specific looks in-person.

Each brand is detailed throughout, with lookbooks, videos, presentations with commentary from Gregg and other account managers, and to top it all off, a personality that is welcoming. Looks from each collection can be seen on hangers, on models, up close, and in editorial lookbook spreads. The overall advantage is that the COVID pandemic doesn’t stop the resilience of society and fashion.

Co-founders Bianca Gregg and Arlen Macpherson understood the shift that was needed for their business to succeed and has jumped on the idea and developed it in time for the fashion month and seasons beyond. As we still are at warning with the spread of the Coronavirus, Macpherson and Gregg want to keep the spirits of fashion in a high vibration as we adapt to a new normal of living. 

The founders make it clear, “our virtual showroom platform allows us to continue the personalized connections and warm approach for which we’re known. We believe this is now an imperative service, and are excited to support our brands through this time, welcoming buyers the world over to discover our incredible arc. Going digital hasn’t stopped us, it has ignited us — both as a team and as a business.” 

What is unique about the Del Rainbow virtual showroom is how you can get more out of the video conference platform that others are not offering. They provide well-lit views of their collections, jewelry, and decor items while giving the buyer a fully immersive experience. Del Rainbow eases the back and forth of scheduling with a calendar where you can set an available time and date. The Virtual Showroom is exclusively accessible only through delrainbow.com’s platform. 

Del Rainbow continues to work internationally with roughly 700 leading multi-brand retailers and department stores like Browns, NET-A-PORTER, Harrods, Selfridges, Moda Operandi, and David Jones. They have the privilege to be proud of their brands as many have gone on to become advocates for sustainability, partnering with their respective retailers for programs like NET-A-PORTER’s NetSustain and Selfridges’ Project Earth. 

For those who are in the Byron Bay area, Del Rainbow has just revealed a brick and mortar location for off-the-rack purchasing, bringing the brand to a full 360-degree agency level. The only agency to do so in Australia with the Del Rainbow Store, the experience is also available online at delrainbowstore.com.

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