Omni Talk Retail Podcast Summary

Title: JOOR CEO on Fashion’s Supply Chain Shift, Tariffs, and Retail Tech Trends | Spotlight Series
Host: Omni Talk Retail
Guests: Kristen Sevilla (CEO of JOOR), Anne Mazinga, Chris Walton
Release Date: June 23, 2025

Introduction

In the latest episode of Omni Talk Retail's Spotlight Series, hosts Anne Mazinga and Chris Walton sit down with Kristen Sevilla, the CEO of JOOR, to discuss the evolving landscape of the fashion retail industry. Kristen shares her insights on supply chain shifts, the impact of tariffs, and emerging retail technology trends, providing valuable guidance for retailers navigating current market uncertainties.

Kristen Sevilla’s Background and JOOR’s Role in the Fashion Industry

Kristen Sevilla has been at the helm of JOOR for over eight years, leveraging her extensive experience as a former buyer at Macy's. JOOR is a leading digital platform that revolutionizes the wholesale process in the fashion industry by digitizing traditionally manual tasks.

“We digitize the entire wholesale process, making it collaborative and real-time for both buyers and brands.”
— Kristen Sevilla [02:28]

JOOR connects 14,000 brands with 670,000 unique buyers globally, catering to a diverse range of businesses from independent boutiques to large department stores. By eliminating paper-based processes and enabling seamless communication, JOOR enhances efficiency and transparency in wholesale transactions.

The Rise of Independent Retailers and Digitization

One of the most significant trends discussed is the shift towards independent retailers. Kristen highlights that the share of Gross Merchandise Value (GMV) from independent retailers has increased from 47% in 2019 to 62% in 2025, signaling a move away from traditional department stores.

“Independent retailers have moved from 47% of GMV in 2019 to 62% this year, highlighting a dynamic shift in distribution channels.”
— Kristen Sevilla [05:17]

JOOR facilitates this transition by providing digital tools that allow brands to manage numerous small retailers efficiently. This digital empowerment makes it feasible for brands to engage with independent boutiques worldwide, which was previously challenging due to the manual nature of wholesale management.

Navigating Market Uncertainty: Shipping Windows and Assortment Curation

In the face of market uncertainties, Kristen advises retailers to tighten their shipping windows. Historically, the lead time from order creation to shipping was 240 days, but this has been drastically reduced to 84 days thanks to improvements inspired by fast fashion giants like Shein and Temu.

“If you aren't tightening those shipping windows, you're missing an enormous opportunity. You have to be closer from production to shipping.”
— Kristen Sevilla [09:27]

Additionally, brands are increasingly curating their assortments to focus on evergreen styles with consistent stock. This strategic narrowing helps reduce risk and align with current buying behaviors, despite potentially limiting creative diversity.

“Brands are making their assortments more curated and focusing on evergreen styles, which reduces risk but also curtails creativity.”
— Kristen Sevilla [10:06]

The Impact of Tariffs on the Fashion Industry

Tariffs remain a pressing concern, influencing both pricing strategies and international trade dynamics. JOOR's recent white paper reveals that approximately 85% of brands plan to increase their prices by an average of 20% due to tariffs, a move that retailers are expected to pass on to consumers.

“About 85% of brands are going to increase their prices, which retailers will pass on to consumers.”
— Kristen Sevilla [13:54]

Despite widespread anticipation, JOOR's platform data indicates only a 3% increase in orders from April to May, suggesting a delayed or muted immediate impact. However, the full effects are yet to unfold as tariff implementations progress.

“From our platform data, we’re not seeing much yet with only a 3% increase from April to May.”
— Kristen Sevilla [15:27]

Managing Inventory with JOOR’s Ready to Ship Style Event

To address inventory challenges, JOOR is launching Ready to Ship Style, an event aimed at helping brands move existing stock efficiently. This initiative allows brands to list available inventory, enabling retailers to purchase items that are ready for immediate shipment, thereby mitigating potential inventory shortages.

“Ready to Ship Style is our first-ever event where brands can list inventory items available for immediate sale, helping retailers manage inventory shortages.”
— Kristen Sevilla [17:05]

This event not only facilitates the movement of existing stock but also ensures that retailers can respond swiftly to market demands, especially in regions affected by new tariffs.

Enhancing Brand-Retailer Matching with JOOR Discover

JOOR Introduced JOR Discover in February 2025, a sophisticated prospecting and matching tool that leverages AI to connect brands with compatible independent retailers. By utilizing a comprehensive database of boutique profiles, including categories, price points, and aesthetics, JOOR Discover streamlines the process of finding the right retail partners.

“JOR Discover uses AI to match brands with boutiques that align with their price points, aesthetics, and categories, enhancing the efficiency of finding the right partners.”
— Kristen Sevilla [20:00]

The tool also includes an AI-powered outreach feature that personalizes communication, significantly increasing the success rate of initial contacts and fostering long-term business relationships.

“The prospecting success rate is nine times better than cold outreach, with a 78% reorder rate.”
— Kristen Sevilla [22:17]

The Influence of AI Tools Like ChatGPT on JOOR’s Platform

The integration of AI technologies such as ChatGPT has transformed how users discover and interact with JOOR's platform. Kristen notes a substantial increase in leads generated through AI-driven searches, highlighting a shift from traditional search engines to AI interfaces.

“Once a week, we receive new leads from ChatGPT or Gemini, which was unheard of a year ago.”
— Kristen Sevilla [25:23]

By optimizing their presence on AI platforms and embedding AI tools within JOOR, the company ensures that brands and retailers can leverage the latest technological advancements to enhance their wholesale operations.

Conclusion

Kristen Sevilla’s insights underscore the critical role of digital transformation in the evolving fashion retail landscape. From empowering independent retailers and optimizing supply chains to navigating tariffs and harnessing AI, JOOR stands at the forefront of facilitating sustainable growth and adaptability for brands and retailers alike.

For more information on JOOR and to explore their innovative solutions, visit jor.com or connect with Kristen Sevilla on LinkedIn.

Notable Quotes:

• “We digitize the entire wholesale process, making it collaborative and real-time for both buyers and brands.” — Kristen Sevilla [02:28]
• “Independent retailers have moved from 47% of GMV in 2019 to 62% this year, highlighting a dynamic shift in distribution channels.” — Kristen Sevilla [05:17]
• “If you aren't tightening those shipping windows, you're missing an enormous opportunity.” — Kristen Sevilla [09:27]
• “About 85% of brands are going to increase their prices, which retailers will pass on to consumers.” — Kristen Sevilla [13:54]
• “Ready to Ship Style is our first-ever event where brands can list inventory items available for immediate sale.” — Kristen Sevilla [17:05]
• “JOR Discover uses AI to match brands with boutiques that align with their price points, aesthetics, and categories.” — Kristen Sevilla [20:00]
• “Once a week, we receive new leads from ChatGPT or Gemini, which was unheard of a year ago.” — Kristen Sevilla [25:23]

This comprehensive summary captures the essence of Kristen Sevilla's discussion on the JOOR platform's pivotal role in modernizing the wholesale fashion industry. By addressing current challenges and leveraging technology, JOOR is enabling brands and retailers to thrive amidst market uncertainties.