Being Net-A-Porter

Natalie Massenet launched Net-A-Porter in 2000 and since then has built the website into a brand being the world’s premier luxury fashion online retailer. Carrying over 350 brands, Net-A-Porter is viewed by over 2.5 million women each month, 10,000 of which are new customers, offering high fashion editorial, updates with new content and product, and impeccable packaging and unrivalled customer care. The award-winning website, presented like fashion magazine, offers the fashion innovative customer exactly what she wants - unprecedented access to the newest looks of the season from various international cutting-edge labels via worldwide express delivery. Net-A-Porter’s business now encompasses 60% ready-to-wear clothing, 20% shoes and 20% bags with an annual turnover of £120m. The average order on Net-A-Porter is £500 but the frequent or VIP customers, who make up 1% of the Net-A-Porter’s business, account for 20% of sales. The £500 figure has stayed quite constant since the beginning of the launch with orders shipping out the same day Net-A-Porter vans driven. 

History and Origin

With 15 members, bathtubs filled with their famous black boxes, and bedrooms bursting with stock, Massenet started Net-A-Porter in small flat in Chelsea. "They were the same luxury quality boxes we have today," Massenet recalls, "except we didn't order as many then… We were really held back by how much we could buy, because we had no money to buy product." While today the purchases are streaming in like a flood back in the flat in Chelsea for every sale the staff would holler, "Kerching!" The top floor of London's Westfield Centre is now the home of Net-A-Porter with glass chandeliers as they float whitely over Europe's largest mall. 

Merchandise

Net-A-Porter offers a wide assortment amongst the edited merchandise on the site. Ranging from high end designer to more contemporary affordable brands Net-A-Porter offers the customer the availability to shop based on their preference and personal style. Established designers is merchandised amongst up and coming designers while Mui Mui sits side by side with Splendid and J.Crew. “Net-A-Porter Exclusives” are made available to shoppers to create a special niche with their customers. Some designers with exclusive product to Net-A-Porter are Valentino, Marni, Temperley London, Chloe, Matthew Williamson, Christopher Kane, and many more. With over 350 brands the range can go anywhere from a $25 JCREW cotton tank to a $15,000 Alexander McQueen twill jacket.

Brand, Product, and Company Positioning

"In the first four years," Massenet says, "there was a lot of desperate hand-wringing, tears and pleading with brands... You'd go through a pitch and say: 'And then you can click and buy it from pictures and it's delivered anywhere in the world.' And they'd listen and they'd nod and then afterwards they'd say: 'Just tell me one more thing: where is your store?'"

Today, fighting is a thing of the past! Being on Net-A-Porter brings in new customers for designers but also gives the brands credibility and value to live among their peers. Many have even created capsule collections for the site some being Stella McCartney, Yves Saint Laurent, Alexander Wang and RM by Roland Mouret. When Halston was being launched in 2008, they agreed to sell two Halston dresses the day after the runway show. Halston’s CEO, Bonnie Takhar, says she chose to put these pieces on the site because the scale of customers are tremendous ranging over 170 countries and the exclusivity of Net-A-Porter being the only luxury ecommerce site.

Another edge that Net-A-Porter has among other luxury ecommerce sites emerging today and luxury stores is the selection of merchandise. Grazia's associate fashion director Siobhan Mallen, who visits the site every day, says, “the secret to Net-A-Porter's success is its edit.”

What are some of the biggest commercial challenges you face in the online fashion sector?

“Well, really just maintaining trust with our customers and our brand. That’s absolutely critical. There are lots of people entering the market, but our three pillars remain paramount: our customers, brands and employees. Maintaining trust with them is critical. We do that through great service, a great product, and great content. Another challenge is to keep recruiting talent – that’s always crucial.” - Naomi Hewitt, Group HR Director