Purnell Overcomes Tradeshow Cancellations with Enhanced Virtual Line Showings

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Santa Barbara, CA - September 28, 2020 - With the reduction in travel and large gatherings due to the COVID pandemic, Purnell, the outdoor apparel lifestyle brand, announced today it has devised an effective format for presenting new products to prospective buyers in virtual line showings.

“We wanted to simulate an in-person line showing as closely as possible,” said Dagny Dehlsen, Vice President of Sales and Marketing at Purnell. “So we created a ‘set’ with multiple web cameras for video conference calls that allows our in-house sales team to present products as though they are right in front of buyers.”

With their B2B website platform serving as a digital workbook, the Purnell sales team was able to enhance their video conferencing product line presentations by leveraging an affordable, yet high-quality multi-camera configuration and basic lighting kits. The use of multiple presentation tools has made it easier for buyers to make purchasing decisions in real-time during the showings.

“My line showing of the Spring 2021 Purnell collection made writing my Spring 2021 order a simple task”, said Kimberly Baker, buyer at The Trail Head. “The use of quality camera equipment and lighting enabled them to show me the details of different fabrics up close. I’ve found this to be one of the best methods I’ve seen this season when in-person meetings are not an option.”

Known for styles that are made with quality fabrics that have a soft hand-feel, it was critical for Purnell to find a way to convey the characteristics of their product. To solve that problem, they made use of a second “fabric camera”, set up as another “participant” on the video conference call, so buyers could see magnified views of fabric textures, patterns and other product details.

“By having the presenter hold the product up to the camera as I was following along with the digital workbook simultaneously, it was like being at a normal tradeshow”, explained Laura McLaughlin, buyer at Pinnacle Sports. “I found it helpful to see multiple views of the presentation – one view that allowed me to see all of the product hanging on a rack and a secondary camera that focused up-close on the details. The unexpected surprise was how easy it easy was to see the weight and drape of the fabric as it floated in and out of the ‘fabric camera’ frame.”4

This enhanced presentation experience, coupled with a B2B website platform with real-time inventory availability and batch color/size add-to-cart functionality on each product page allows buyers the capability to confidently and efficiently write orders during the online call, saving time for all parties involved.

For media inquiries, please reach out to Brita Womack at bwomack@purnellgear.com.

About Purnell

Based in Santa Barbara, CA, Purnell is a work-wear inspired outdoor lifestyle apparel brand dedicated to design with a purpose. Rooted in the minimalism of American classic apparel, with a strong focus on comfort, Purnell clothing is versatile enough to wear in the office, out on the trail, or even on the occasional red-eye flight. For more information about Purnell, visit www.purnellgear.com


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