Virtual Selling
min read
February 23, 2024

Virtual Showroom vs. Catwalk: From Runway to Online Display

Dive into the shift from physical catwalks to innovative virtual fashion showrooms and explore the advantages and challenges of each format.

Virtual Showroom vs. Catwalk: From Runway to Online Display
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Virtual Showroom vs. Catwalk: From Runway to Online Display

With the evolution of technology and the rise of ecommerce and digital platforms, the way fashion is showcased and wholesaled has undergone a significant transformation. One such innovation is the shift from physical catwalks to virtual fashion showrooms

This blog post will explore the advantages and challenges of each approach, comparing the classic allure of the runway as well as fashion showrooms with the convenience and efficiency of online displays through platforms like JOOR, a leading B2B solution for fashion wholesale.

The Evolution of Fashion Showcases

For decades, the fashion industry relied heavily on physical runway shows and showroom events to exhibit new collections. These glamorous events brought together designers, buyers, influencers, and the media, creating a unique atmosphere that contributed to the mystique of fashion. 

However, as technology advanced and the global landscape changed, the need for a more accessible and cost-effective solution became apparent.

Virtual Fashion Showrooms: Breaking Down Barriers

Virtual Fashion showrooms have emerged as a groundbreaking compliment or alternative to traditional runway shows. JOOR, a platform designed for fashion wholesale, has played a pivotal role in facilitating this transition. Let's delve into the key advantages of virtual clothing showrooms.

Global Accessibility:

One of the most significant advantages of virtual clothing showrooms is the ability to reach a global audience. Designers can showcase their collections to buyers and retailers worldwide without the constraints of physical location. This not only expands market reach but also enhances inclusivity within the industry. Specifically, JOOR Passport is a curated marketplace for retailers to discover a brand virtually. It aggregates fashion events and tradeshows and with a single JOOR login, buyers can connect with brands.  It includes advanced search functionality, curated categories and an engaging interface.


Traditional runway shows involve substantial expenses related to venue rental, models, catering, and more. Virtual clothing showrooms eliminate many of these costs, providing a more cost-effective solution for designers. This cost-efficiency allows emerging talents to compete on a more level playing field with established brands.


The fashion industry has been increasingly scrutinized for its environmental impact. Virtual clothing showrooms contribute to sustainability by reducing the need for physical production of samples and promotional materials, travel, and excess waste associated with traditional fashion events.

Convenience for Buyers:

Buyers and retailers benefit from the convenience of virtual showrooms. They can browse collections, place orders, and engage with designers from the comfort of their offices or homes. This convenience is particularly valuable in a world where travel restrictions and time constraints are common.

Catwalk: The Timeless Allure

While virtual clothing showrooms offer undeniable advantages, there is an enduring charm to the traditional catwalk that cannot be ignored. Let's explore the enduring appeal of the classic runway showcase.

Artistic Expression:

The runway provides a unique platform for designers to showcase their creations as works of art. The choreography, music, and overall ambiance contribute to a sensory experience that goes beyond merely displaying garments. The catwalk allows designers to convey a narrative and evoke emotions that may be challenging to replicate in a virtual setting.

Brand Image and Prestige:

For established fashion houses, the runway is often synonymous with prestige. The exclusivity of a front-row seat at a high-profile fashion show has long been a status symbol in the industry. The catwalk remains a powerful tool for building and reinforcing a brand's image and desirability.

Human Connection:

The personal interaction between designers, models, and the audience is a unique aspect of traditional runway shows and fashion events. The energy and excitement of a live event, with the audience's reactions, create a memorable experience that fosters a connection between the brand and its audience.

Visibility and Press Coverage:

The runway offers a unique opportunity for brands to reach a wider audience through press coverage and the power of digital media. Editorial pieces and social content can generate significant brand visibility, build on the narrative developed through the runway presentation, and ultimately drive increased sales at the consumer level.

JOOR: Bridging the Gap

Recognizing the strengths of both virtual clothing showrooms and traditional catwalks, JOOR has effectively bridged the gap between these two approaches. The platform offers a comprehensive solution that combines the convenience of virtual showcases with the timeless appeal of the catwalk.

Virtual Showrooms:

JOOR enables designers to create virtual showrooms that showcase their collections in a visually appealing and interactive format. Buyers can explore the collections in detail, view high-resolution images and videos, and access relevant information about each garment. This digital presentation allows for a more immersive experience than a static catalog.

Order Placement and Management:

JOOR streamlines the wholesale process by providing a platform for seamless order placement and management. Buyers can easily place orders during live events or directly through virtual showrooms, enhancing the efficiency of the wholesale process.

The fashion industry's embrace of technology has reshaped the way designers showcase their creations and connect with buyers. Virtual clothing showrooms, with esteemed platforms like JOOR, offer a global, cost-effective, and sustainable alternative to traditional runway shows and fashion events. 

JOOR's integration of virtual showroom capabilities demonstrates a harmonious coexistence of both in-person and virtual meetings and events. By leveraging the strengths of both virtual showcases and tools that complement physical shopping events, JOOR provides a comprehensive solution that caters to the diverse needs of the modern fashion industry. As the fashion landscape continues to evolve, the synergy between virtual and physical showcases facilitated by platforms like JOOR may very well represent the future of fashion wholesale.

Request a demo to discover how JOOR can elevate your fashion experience, helping you stay ahead in a world where the only constant is change.

Tina Baxter
JOOR Fashion Consultant
Virtual Showroom vs. Catwalk: From Runway to Online Display

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