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Dragging Fashion Wholesalers Into the Digital Age

Dragging Fashion Wholesalers Into the Digital Age
Photograph by Dann Tardif/Gallery Stock

Since launching her women’s clothing line in 1995, designer Trina Turk has relied on paper forms to handle millions of dollars worth of orders. This summer, when Turk learned about JOOR, a new website trying to streamline the process, she signed up, posting hundreds of photos and descriptions of her 50-employee Los Angeles company’s sportswear, dresses, and jewelry.

“We’re trying to give up handwriting purchase orders,” says Turk’s vice president of sales, Claudine Covolo, who estimates the site has resulted in more than $120,000 in orders. By being able easily to track what’s selling, it helps designers keep in-demand items in stock and revise styles, she says. “With JOOR, we have it all online.”