NET-A-PORTER: Next Gen Luxury

8/6/2019 NET-A-PORTER: Next Gen Luxury

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LUXURY WILL ALWAYS NEVER BE THE SAME

NE T- A - P ORT E R . COM



THE IDEA OF LUXURYHAS CHANGED. The concept of luxury is inextricably linked to the

perception of unattainablity. Traditionally, couture fashion

houses and high end brands embodied this ideal through

a reputation for quality, astronomical prices, and a salesexperience rooted in insider status.

Now, the big fashion houses are becomming more

accessible than ever before and the heart of luxury

fashion is shifting to the new unattainable. This ideal is

embodied by little known, emerging designers and

forgotten brands of old, combined with the ephemeral

sense of sartorial style.



LUXURY ONLINE:

The Internet has changed fashion retail. Now, you can

find not only the brand of the dress so-and-so wore to

such-and-such event, but also find that exact dress, and

similar styles, at a fraction of the price... almost instantly.

Fashion addicts are changing the way they interact with

luxury fashion brands. Enabled by the lower barrier to

access the latest looks and share their taste, they are

moving from spectator to participant in fashion design,

styling, and advocacy.



THE ISSUE:NET-A-PORTER is losing ground to competitors. From

flash sale services to members-only shopping sites,

and from design hatcheries to the luxury fashion

brands who are finally embracing online consumer

sales, the competition for fashionistas has never been

so fierce.



THE TASK:How can NET-A-PORTER re-establish its place

as the premier luxury fashion destination with a

marketing budget of $100,000?

Just as NET-A-PORTER was once at the forefront

of bringing luxury fashion online, NET-A-PORTERcould easily be the frontrunner in the new luxury

economy. It can estabilish itself as a destination for

and a co-conspirator in shoppers' sartorial journey

by becoming a direct connection between

designer and consumer.



THE NET-A-PORTER CUSTOMER:

NET-A-PORTER’s shoppers are digitally connected

fashionistas who demand the high style, high quality fashion

and ever-present availability that NET-A-PORTER and similar

luxury shopping sites provide.

NET-A-PORTER also draws style mavens who are not afraid

to share their sartorial preferences, and do share them in

their work, and in their words.

From budding fashionistas, to seasoned mavens, they have

a need to stay on top of the best in luxury fashion.



THE CREATIVE STRATEGY: To gain and to maintain their status as style mavens, NET-

A-PORTER customers must stay ahead of the curve of

the new luxury in fashion. Emerging fashion designers

embody this new luxury, but often lack the means to

connect with the fashionistas who crave their work.

That pivotal connection was largely eliminated in the old

model of luxury retail and is of the utmost importance.

Designer/consumer dialogue engenders an opportunity for

discovery and a sense of conspiratorial play between the

two.

By becoming the social medium between designer and

shoppers, NET-A-PORTER would place itself at theforefront of the new economy in fashion.



INCUBATEEMERGING TALENT:

While young fashion designers have already acquired an

exquisite sense of shape and style, and an eye for current

trends, most are lacking the know-how and the connections

to turn their skills into a viable business. NET-A-PORTERcan establish itself as a hothouse for tomorrow’s fashion

industry (and grow its business today) by establishing a

Design Incubator program specifically for fashion designers.

In much the same manner that a technology incubator

grows today’s hottest startups, NET-A-PORTER can use its

clout within the fashion industry to connect young designers

with the necessary people and tools to grow theirbusinesses. NET-A-PORTER can become the catalyst to

propel a select few to fashion stardom, bringing themselves

along for the ride.



MAKEINTRODUCTIONS:

Beyond giving the emerging designer the tools to build the back

end of their business, a robust front end solution is needed to

bring the designer’s business to life. NET-A-PORTER’s Design

Incubator would include a scalable technology platform thatprovides select designers a showcase to sell their designs, a

“billboard” to expand their personal brand, and a socially

integrated meeting point to converse with customers.

And, with the NET-A-PORTER logo/domain name headlining

every designer’s page, NET-A-PORTER would become etched

in shoppers’ minds as the source for the latest design talent.



INSPIRE STYLE MAVENS:For style mavens, having a direct connection to their

favorite designer is the most coveted form of new

luxury . A more personal relationship with a designer not

only allows mavens to show off their enviable fashion

sense through their purchase decisions, it gives them a

story to share and an inside source for sartorialinspiration. And best of all, it makes them feel like they

can have a personal influence over the direction of

fashion trends.

If access is power, NET-A-PORTER’s new Design

Incubator would be a VIP pass for style mavens.



MAKECONNECTIONS:

Every photo used in this presentation was borrowed from The Sartorialist, Scott

Schuman’s much lauded street style blog. Style mavens like Mr. Schuman preach

the gospel of new luxury and create a dedicated following among the fashion

obsessed. Partnering with these influential voices from the world of fashion wouldcreate an ideal launch pad for the new Design Incubator and further establish

NET-A-PORTER as the destination for sartiorial inspiration.

These partnerships begin by inviting the most engaged style mavens – the

bloggers, style aficionados, and top shoppers who are exploring the frontier of

fashion – to be a part of the new NET-A-PORTER Style Board. Those who are

granted seats on the Style Board will select the first group of hot new designers

to participate in the Design Incubator. Style Board members will be invited tocontinue their involvement as the program grows.

Think of the Style Board as a group of mentors for NET-A-PORTER’s new talent.



IN SUMMARY:NET-A-PORTER’s new Design Incubator connects emerging designers,

style makers, and shoppers all within the auspices of the NET-A-PORTER

brand. It forms an ecosystem that grows new luxury brands, expands style

influence, and gives shoppers an unparalleled fashion experience.

In doing so, NET-A-PORTER is once again becoming relevant to the entirefashion community, thrusting the brand well ahead of the pack of luxury

fashion retailers today and building a strong foundation for tomorrow.



FIN.

By Joni Goldbach 2011

NET-A-PORTER: Next Gen Luxury

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