How Diesel‘s HypeRoom revolutionised B2B buying platforms

Sam Peña-Taylor

Diesel, the Italian fashion brand, responded to lockdown restrictions on showroom visits from business-to-business buyers by creating a digital showroom experience that points to an e-commerce future which feels more like a videogame.

While many consumers were already comfortable purchasing apparel online before the COVID-19 pandemic, the same was not true for business-to-business (B2B) customers.

Typically, a fashion buyer’s role pre-pandemic involved following fashion shows, physically travelling to showrooms, and interacting personally with salespeople. And, of course, in March 2020, the COVID-19 pandemic put a stop to all that.

For a clothing brand like Diesel, headquartered in the northern Italian town of Breganze and with its main showrooms in Milan – part of the country that emerged as an early hotspot of the virus – many of its routes to the B2B market...

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