How to adapt to the era of digital wholesale: 4 questions to Luke Moreno, founder of AXIOM agency
We met Luke Moreno, founder of AXIOM, the L.A based multifaceted agency, to learn more about the challenges he has been facing these past few months. Last May, Luke chose Le New Black to digitise its wholesale business. AXIOM represents Casablanca, Bureau de Stil, Nahmias, Martyre and Mr. Saturday.
Le New Black: First of all how are you after this very special sales campaign?
Luke Moreno: I'm good. This last sales season exceeded our expectations. Our team was able to quickly make the adjustments needed to effectively conduct sales amongst the rise of Covid-19. Preparation is everything, and we have been using every tool at our disposal these past few months, including Le New Black's new features, to support our clients during this time.
LNB: You joined Le New Black when the crisis was just starting in May 2020. What were your specific needs and your brands' needs at that time?
LM: We were at PFW when the outbreak started back in March. I knew we needed to immediately enhance our digital showroom capabilities. We have the honor of working with very talented designers and the most prestigious luxury retailers in the world. We needed a tool that would empower us to execute compelling collection walk-throughs to buyers in their living rooms, while not compromising our client's brand integrity.
LNB: Did the digital showroom change the organisation of the physical one? In what way digital tools change the way you collaborate with brands and with buyers?
LM: It did. Our offices essentially transitioned into a content studio. Our focus shifted to creating digital assets and customizing the walk-through experience. Digital tools enabled the team to maintain a high level of communication with buyers, favoring video calls to keep the human dimension despite the remote commercial relationship.
"We needed a tool that would empower us to execute compelling collection walk-throughs to buyers in their living rooms, while not compromising our client's brand integrity. "
LNB: What are the main changes you have seen these past few months regarding the needs and habits of brands and buyers, and which are those that are here to stay?
LM: We need to provide more content to communicate a collection properly. Buyers are mostly only purchasing products from brands they are familiar with. In these times a piece of advice would be to continue to play your position. It is hard times to introduce new categories. In the meantime, we will continue to focus on getting better at operating under these current conditions. Much of the virtual communication methods adapted during this pandemic are here to stay. Video meetings, virtual walk-throughs, digital showrooms, live streams, etc...