THE EDIT

Without fail, Net-A-Porter delivers the latest trend reports and most coveted styles within the industry. The website offers "The Edit" for further trend analysis pertaining to each season. This particular aspect of the website offers 25 of the latest trends for Fall 2011. A few of the trends currently represented are "Boy Talk", "A Shirt Story", "Perfect Plaid", "Lace is More", "Craftwork", and "The Fuzz". Defining the details of each trend allow consumers to focus on the products they aspire to own and create a level of accessibility and ease throughout the shopping experience.

TELEVISION ON NET-A-PORTER

Not only does Net-A-Porter offer an assortment of interactive capabilities throughout their website they have also expanded their brand with a television platform. The television tab on the websites homepage directs the consumer to a library of videos featuring everything from designer interviews, runway shows, trend reports, and fashion flashbacks. Once again, Net-A-Porter elevates fashion through a new medium. The ability for the consumer to gain knowledge and relate to designers and celebrities increases their interest in shopping with Net-A-Porter.

NET-A-PORTER TELEVISION

SHOPPING MADE EASY

The aesthetic of the Net-A-Porter is beyond comparison to other fashion websites. Navigation is made easy with contrasting link and background color. Also, the efficient toolbar located on the homepage creates quick and efficient shopping for the customer in a hurry. The ability to search a particular item through the search engine furthers the efficiency of the site. Customers are able to shop the latest items by simply clicking the "What's New" tab on the toolbar.

Net-A-Porter insures product quality by providing high quality product images. Product images are coupled with precise details on the item including everything from size and fit, editor notes, and considerable product description with attention to detail.

FASHION FIX

Net-A-Porter has no trouble driving interest within the site but that does not stop them from capitalizing on other platforms to increase brand awareness. The website's blog, Fashion Fix, is a great place for their target customer to visit and gain increasing knowledge on particular products and designers. The blog offers insight from Net-A-Porter buyers and editors. Linked directly to their blog, users can easily access the company's Twitter, Facebook, YouTube, Magazine, and iPhone and iPad applications.

• Fashion Fix
• Twitter

SMARTPHONE APPLICATIONS

“NET-APP gives the NET-A-PORTER customer the ability to shop the world’s most sought after products and brands 24/7, no matter where she is in the world, directly from her iPhone or iPod touch.  She will never miss a thing!”

-Natalie Massenet, Chairman and Founder of NET-A-PORTER

 

 

Updated every Monday and Wednesday, the free Net-A-Porter smartphone application is another innovative way the company has expanded their presence within the fashion and retail industry. Through the application, users are able to browse the latest products under the "What's New" tab, read the weekly magazine, add favorite items to your personalize wishlist, inquire with style advisors on fit and size, and email your favorite products to your friends.

WHY NET-A-PORTER?

Net-A-Porter offers the widest online assortment from both established designers as well as up and coming designers. Consumers are able to shop based on preference and personal style through the various designers. Although Net-A-Porter provides high-end designer pieces, there are also several affordable brands thrown into the merchandising mix including Splendid, Equipment, Velvet, and more. Furthermore, the company has recognized the growing importance of designer exclusivity and is now selling "Net-A-Porter Exclusives" to their shoppers. Exclusives are offered from designers such as Valentino, Marni, Temperley London, Chloe, Matthew Williamson, Christopher Kane, and many more.

Considering Net-A-Porter does not have a brick and mortar location, they have been able to create a website that is represented similar to a free standing location. By creating a "Boutiques" link on the Net-A-Porter homepage, shoppers are able to refine their shopping to attire and occasion. Currently the website offers six different boutiques; Party, Workwear, Essentials, Vacation, Wedding, and Winter. Within each boutique shoppers are able to further edit their shopping by style, designer, and trend. 

WHO IS NET-A-PORTER?

Net-A-Porter is the leading premiere fashion online retailer. Since launching the site in 2000, Net-A-Porter has gained a global following for the fashion enthusiast. By strategically marketing themselves on the internet, offering an extensive assortment of products from top designers, and continuously providing the highest level of customer service, Net-A-Porter has carved the perfect niche within the retail industry. As a consumer, Net-A-Porter provides you with limitless product knowledge, unbiased customer reviews, and the latest trends in the fashion industry.

NET-A-PORTER

NET-A-PORTER on FACEBOOK

 Without fail, Facebook has become the social media voice of our generation. With millions of visitors a day, it is crucial for a company to expand their online presence through this particular vehicle. The Net-A-Porter Facebook page offers everything from employee favorites, trend information, and even surprise sales for their Facebook friends. Not only does this generate a larger profit for the company it furthers the consumers knowledge of the company.

COMPETITION

As with any business, especially in retail, it is important to measure yourself based on your competitors by using a best and worst practice measurement. In my opinion, there are few retailers that achieve the product quality coupled with great customer service in the way that Net-A-Porter does. Jeffrey, located in Manhattans meatpacking district is comparable- in terms of merchandise but lacks the e-commerce power that Net-A-Porter possesses. In fact, Jeffrey has yet to implement an e-commerce merchandise strategy. Furthermore, Barneys can be considered a competitor to Net-A-Porter due to the similarity of inventory as well as a fully functioning, aesthetically pleasing website. In addition, stores like Saks Fifth Avenue, Neiman Marcus, & Bergdorf Goodman can also be considered competitors of Net-A-Porter. After reviewing all of these websites and noting the differences in their brick and mortar location to their website, I am confident that Net-A-Porter is a fashion pioneer in terms of innovation, achievement, and scalability. Net-A-Porter exceeds their competitors even without possessing a true brick and mortar location. 

• Bergdorf Goodman

• Barneys 

• Jeffrey 

• Neiman Marcus

• Saks Fifth Avenue 

GLOBAL ECOMMERCE

 

Net-A-Porter is a global e-commerce shopping platform. The website allows for consumers to shop from any country in the world. In addition, New York City shoppers are offered the "Premiere" shipping option, for only $25 any fashionista can get their favorite look the same day of the transaction. Convenience and customer service are further enhanced with the company's exceptional shipping department.

MAGAZINE

Editorial style merchandising and writing drives much of the websites aesthetics and visual appearance. Each week, Net-A-Porter publishes an online magazine covering the latest fashion trends and designer biographies. Using marketing techniques inspired by editorial magazines has led to incredible success and profits for Net-A-Porter. The quality of the magazine is taken seriously into consideration due to its heavy influence on the consumer. Exceptional photo quality and articulate copy enhances and elevates the website to much more than just an e-commerce shopping platform. As the saying goes, “knowledge is power” proves to be just the case for this company.

NET-A-PORTER Pop Up Shop

Although Net-A-Porter does not have a true brick and mortar location, the online company has implemented innovative shopping outlets during events such as Fashions Night Out and Fashion Week. Always true to the nature of the company, Net-A-Porter creates exciting, technology driven shopping outlets for their customers. During the most previous Fashion’s Night Out in New York City, Net-A-Porter created a shopping platform in SoHo. By creating a software application that digitally recognized the items showcased on the SoHo billboard, the billboard was designed to look and achieve the feeling of a brick and mortar store, customers could shop the items on display by zooming in on the product displayed with their smartphone or iPad.

 

SECURITY

Fraud and security preventions are incredibly important to Net-A-Porter. The website outlines the various ways your security is protected through online purchases. By implementing Security Socket Layer the data that you send, credit card information, preferences, etc, are protected and encrypted over the internet to Net-A-Porter. This insures the safety of your personal information further preventing fraud. In addition, by allowing customers to save their credit information on the site to expedite the shopping experience Net-A-Porter offers the MasterCard SecureCode which protects your information from outside invasion.

Addressability

 Memory & Addressability: 

Personalized emails remember recent purchases and interests in order to update you on the latest inventory.

Interactivity:

Communication via email or phone assists customers with style advice and order/product inquiries. 

Customer care team is available 24 hours a day, seven days a week.

Control:

Net-A-Porter allows easy navigation with links to filter items by classification, department, and designer.

Links simplify the search process by offering a "Boutiques" tab that allows customers to shop by occasion.

Accessiblity:

You can acquire the html code or easily add the video to your blog with the click of a button. 

NET-A-PORTER offers a myriad of videos online which are easily accessible with features found at the top of each video.

                              Links use high contrast color for a simplified navigation.

Digitalization:

Global consumer with a focus on luxury fashion.

Worldwide shipping to 170 countries.

SUPPLY CHAIN

Synergy is crucial in order for Net-A-Porter to remain diligent to consumers with product orders and returns. Currently, inventory management is used at the company’s two distribution centers. Both distribution centers track inventory through SKU and style numbers. It is important for the company to keep both a paper trail of inventory as well as a virtual tracking through excel and inventory management systems. Shipping departments correspond directly with the inventory warehouse to insure the products delivery.