The pandemic and its consequential shutdown of in-person meetings and trade shows have been a major blow to tactile- and relationship-based businesses such as the denim industry. Companies have pivoted their communications to company-owned apps and online events. Others have created their own digital showrooms.
Denimazing, a new Milan-based venture established by Laura Pianazza, however, aims to bring together all segments of the sector—from fabric mills to jeans brands—on a digital platform enhanced by industry expertise and a passion for denim. The B2B and B2C platform will launch in May with the objective to help small and medium sized companies increase their online sales by focusing on the development of marketing strategies in an omnichannel environment.
Through Denimazing, denim fabric manufacturers can host 3D presentations of their fabrics, create a virtual showroom and set up price minimums, allowing clients to request fabrics directly from the site. This, Pianazza said, is a way for raw materials companies to offer clients a seamless ordering process and allows suppliers to reach new niche markets. For instance, an individual who makes homemade denim bags can now order fabrics on Denimazing directly from the mill, she said.
Companies can upgrade their service to include virtual tours inside their factories and host chats with clients or their internal staff.
Similarly, denim brands can host their e-commerce site on the Denimazing platform. While online fashion marketplaces abound, Denimazing will be a place where consumers can streamline their search for denim, Pianazza said.
The impetus to launch Denimazing came when Pianazza noticed the digital challenges that some Italian companies were encountering at the start of the pandemic. While consumers have adjusted to shopping online, conducting business virtually lacked in areas. In particular, she said the fragmentation of services offered online and disjointed technology and marketing strategies became glaringly evident in the past year.
Beyond sales, Denimazing’s team of experts in sales, web design and marketing, will offer companies support in traditional marketing and advertising as well as their online and social media strategies.
Though the denim industry is eager to see a return of in-person events and brick-and-mortar stores reopen, Pianazza expects this pandemic-triggered shift to virtual business to stay.
“[Online shopping] is already in our blood,” Pianazza said.