"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.”
No comments:
Post a Comment