Net-A-Porter Helping Luxury E-Commerce Thrive
This week, Net-a-Porter announced the launch of its mobile shopping app, The Net Set, to the public. The app was previously accessible by invite only. The Net Set, which is seamlessly accessible and fully shoppable, is a new type of mobile shopping. It enables luxury brands to engage in dialogue with Net-a-Porter's customers.
"We're thrilled to be opening the doors of The Net Set to the public and to be moving fully out of beta," Sarah Watson, vice president of social commerce for Net-a-Porter, told Footwear News. "Over the past few months, we've listened to our members’ feedback and been able to further develop and finesse our core features of the app to ensure that we're coming out with the best and most intuitive product possible. We've seen trending products sell out in minutes, be reordered by our buyers, then sell out again."
Over the last year, Net-a-Porter has made a push to strengthen its mobile business. This past May, company founder Natalie Massenet helped launch the company's augmented reality mobile app, making Net-a-Porter's editorial magazines shoppable. By doing so, Net-a-Porter was able to grow and monetize its mobile traffic, which now accounts for 40 percent of the retailer's overall online traffic.
It's critical for online retailers to have a holistic approach to mobile, particularly in today's millennial consumer age. In a recent article that appeared on CNBC, Watson says Net-a-Porter has been so successful because millennials appreciate the brand's transparency and enjoy investing in long-lasting "statement apparel" versus fast-fashion items.
"What we're seeing on our own social network is that when people choose to invest in something like an amazing bag or gorgeous necklace or beautiful dress, actually they're very proud of it," Watson told CNBC. "They want to show it off time and time again, rather than this kind of ‘fast fashion’ where they might just want a different outfit every day. So it's kind of a different mind-set."
What are your thoughts on luxury e-commerce? Can brands sell high-ticket items to consumers without them getting to try them on and touch and see them in person? Let us know your thoughts by posting a comment below.
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