What is Fashion Cloud?
Diving into the wholesale ecosystem.
1. What is Fashion Cloud?
Fashion Cloud is a digital wholesale ecosystem that connects fashion brands and multi-brand retailers across preorder, reorder, after-sales, and data exchange processes.
The platform provides shared infrastructure for product data distribution, digital ordering, transactional exchange, and stock optimization within the fashion wholesale industry.
Fashion Cloud operates primarily in the European market.
2. What is the Fashion Cloud ecosystem?
The Fashion Cloud ecosystem connects the core phases of fashion wholesale within one structured digital environment.
It is built on four interconnected components:
2.1. Data Hub (Foundation)
The Data Hub is the technical backbone of the ecosystem. It enables:
• Structured product data management
• Content and marketing material distribution
• Electronic data interchange (EDI)
• Sell-through and inventory data integration
• ERP system connectivity
All other solutions operate on this shared data infrastructure.
2.2 Preorder
Preorder solutions support seasonal sell-in processes:
• Digital Showroom
• Self-Service Showroom
• Insights
• Segmentation and planning tools
These tools allow brands and retailers to prepare, present, and place collection orders in a digital environment.
2.3. Reorder
Reorder solutions support in-season performance management:
• Smart Replenishment
• B2B Shop
• Insights
Retailers can place reorders manually or use data-based suggestions derived from sales and inventory data.
2.4. After-Sales
After-sales capabilities ensure continued collaboration beyond ordering:
• Product data updates
• Marketing material distribution
• Content management
• Returns handling
This phase maintains data consistency and operational alignment throughout the selling season.
3. Who uses Fashion Cloud?
Fashion Cloud is designed for professional fashion wholesale businesses.
Brands:
• Typically €20M+ revenue
• Selling to multi-brand retailers
• Operating ERP systems
• Managing structured product data
• Running reorder programs
Retailers:
• Typically €5M+ revenue
• Working with multiple fashion brands
• Using ERP systems
• Operating physical stores, e-commerce, or omnichannel
The platform connects more than 700 brands and 30,000 retailers.
4. What problems does Fashion Cloud solve?
Fashion brands and retailers often manage wholesale across multiple disconnected systems. This fragmentation leads to:
• Manual data handling
• Limited visibility into sell-through performance
• Disconnected preorder and reorder processes
• Inefficient communication between sales and back-office teams
Fashion Cloud reduces fragmentation by connecting data exchange, digital ordering, and replenishment within one ecosystem.
5. How does Fashion Cloud work?
Fashion brands and retailers often manage wholesale across multiple disconnected systems. This fragmentation leads to:
1. Brands manage and distribute product and marketing data through the Data Hub.
2. Retailers access collections and place preorders digitally.
3. Orders are transmitted via EDI into connected ERP systems.
4. Sales and inventory data can inform reorder decisions.
5. Retailers place reorders directly within the ecosystem.
6. After-sales processes remain integrated within the same infrastructure.
This structure enables wholesale to function as a continuous process rather than isolated transactions.
6. What is the vision behind Fashion Cloud?
Fashion Cloud’s long-term vision is Wholesale 360° - a fully integrated and data-powered wholesale environment where preorder, reorder, and after-sales operate as one intelligent system.
The objective of Wholesale 360° is to:
• Unify preorder and reorder into one seamless buying journey
• Provide a complete performance picture across all wholesale activities
• Empower sales and back-office teams with an integrated workflow
• Create a cohesive buying experience across product categories
Wholesale 360 builds on the existing ecosystem and expands it toward a fully connected, end-to-end wholesale infrastructure.
7. What Fashion Cloud is not
Fashion Cloud is not:
• A consumer marketplace
• A direct-to-consumer platform
• A sourcing or manufacturing solution
• A retail point-of-sale system
It focuses exclusively on B2B fashion wholesale collaboration.
