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RETAIL BRAND IDENTITY
BRAND MISSIONNET-A-PORTER is an award-winning website that allows style-savvy online customer’s unrivaled access to
the world’s leading designers most recent collections through express delivery. The website features over
300 hundred designers and it is known as the world’s premier online luxury fashion retailer.
*Mission Statement: We aim to exceed customer expectations at every stage of the online shopping process
through our worldwide express delivery, luxurious packaging, and unparalleled customer service.
CORE VALUES- Be the best
- Lead not follow
- Exceed expectations
- Smart and stylish
- Service starts with yourself
COMPANY OVERVIEWNatalie Massenet founded NET-A-PORTER in June 2000 and and has since successfully established itself
as the world’s premier luxury online fashion retailer. Its editorial format, express worldwide shipping to 170
countries, luxurious packaging and easy returns, offers a shopping experience like no other online retailer.
NET-A-PORTER.COM is the flagship brand from the NET-A-PORTER group. TheOutnet.com is also under
the NET-A-PORTER group and it is considered the most fashionable fashion outlet. MRPORTER.COM is
the global men’s style destination online.
TheOutnet.com is the most fashionable fashion outlet. Since it was launch in April 2009, theOutnet has
quickly established itself as the chic, go-to destination for the global, style-conscious shopper looking for the
best designer brands at a great discount price.
MR PORTER is dedicated to men’s wear s and it is the first global shopping destination of its kind. MR
PORTER launched in January 2011 and offers an edited product selection of the best in men’s style, from
global designer labels to niche specialist brands alongside original editorial and style advice.
SCOPE & SIZE OF THE BUSINESSNET-A-PORTER LLC is a limited liability company registered in the State of New York. It runs three offices
in London and New York. There count with two distribution centers, one located in London and another one
in New York City. The company employees over 800 people between their three locations.
NET-A-PORTER.COM is viewed by over 2.5 million women each month and over 3.6 million women log
on to read the online magazine, The Edit. 97% of their customers are females and their top customers are
fron the United Kingdom, Japan, and the United States.
The company offers an affiliate program that provides websites with the opportunity to advertise NET-A-
PORTER and earn commission when their visitors buy off the site. They have to apply and be invited to
become an affiliate. Once accepted they can earn up to 6% commission on net sales (excluding shipping,
taxes, and returns).
The company’s profits at the end of the year ending March 31, 2012 were more than $1.2 billion.
NET-A-PORTER Group new office in London, UK.
TARGET CUSTOMER
- 20-50 years old women
- College or graduate school level education
- Busy successful businesswomen
- “Cash rich, time poor”
- Luxury buyers
- Social media users
- High interest in the latest fashion trends
- Willing to pay high prices for designer labels
*TOP CUSTOMERS:
- United Kingdom
- Japan
- United States
*MYTHERESA
Mytheresa.com is an online retailer that offers its customers top luxury designers collections. They are very
similar to NET-A-PORTER because they only sell high-end luxury name brand fashion. Some of the de-
signers they offer on their site are Balenciaga, Saint Laurent, Valentino, Emilio Pucci, Alexander McQueen,
Diane von Furstenberg, Oscar de la Renta, and Jimmy Choo. They pride themselves on offering luxury
designers and superior service, much like Net-A-Porter. Their site does offer styling tips, fashion advice
and worldwide express shipping, however they do not have an online magazine as a venue for these things.
The NET-A-PORTER customer would definitely be interested in shopping here because of the designers
offered and the company’s push towards exceptional service. Mytheresa.com could be considered as one of
NET-A-PORTER’s leading competitors.
COMPETITORS
*GILT GROUPE
Gilt is a members only online retailer. The appeal to Gilt is the huge discounts that it offers its members.
The NET-A-PORTER customer can afford full priced merchandise but Gilt’s main appeal is its exclusivity.
Their products are put on the site and then given a specific time frame for discounts to take place. It entices
the shopper to act now or lose out. Its technique makes the shopper feel like they are getting a one of
a kind deal on unique and high-end name brand products. Their site also offers a stylefile that gives their
customer’s insight on stylish new trends and style advice. They are appealing because most of their sales
items are new products from top designers that are at a discount, so customers are not normally getting
last seasons designs. They also try to offer deals on new up and coming designers that are on the rise.
*BLUEFLY
Bluefly is an online retail site that offers its customers designer fashions. The designers its site includes
are Chanel, Christian Louboutin, Dolce & Gabbana, Gucci, Balenciaga, Fendi, Calvin Klein, and Yves Saint
Laurent. Bluefly’s biggest attraction to its customer’s is its discount section that offers great deals on top
designer products. They also cater to smaller boutiques that have up and coming designers being sold.
They also have a sister site called Belle & Clive that is much like Gilt. It offers members only huge dis-
counts on select designers. The NET-A-PORTER customer definitely would find appeal in Bluefly because
of their wide selection of high-end designers. However, some of their merchandise is at a discount because
it may be last season’s looks and that is not something that the NET-A-PORTER customer is looking for.
NET-A-PORTER also has an upper hand because of their weekly magazine that offers fashion inspiration,
trends, and styling advice.
TRENDS
*C O L L A B O R A T I O N
Luxury lines have earned their prestige from utilizing the highest quality materials, the finest fabrics, the care
to detail, and pushing boundaries so nowadays it is becoming a major trend to collaborate with those high
end designers and other artists in order to create innovative products that will become highly desirable and
will have a hype factor for them as a result of customer’s accesibility to the products.
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1. Missoni for Converse
2. Mary Katrantzou for Current Elliot
3. Bernard Wilhelm for Mykita
4. Yayoi Kusama for Louis Vuitton
*C R A F T
Crafting has become a trend not only in fashion but also culturally. This trend highlights the demonstration
of the value of traditional and artisan skills. Crafted products offer an authentic and personal touch that gives
a sense of uniqueness to the products, making them not only more exclussive but also desirable. These
products also have a lasting value and a story to tell so the customer can become sort of attached to the
history and overall experience of acquiring such products.
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1. Alexander McQueen clutch
2. Christian Louboutin beaded detail
3. Mary Katrantzou pencils skirt
4. Christian Louboutin beaded pumps
*I N D I V I D U A L I Z A T I O N
Individualization is the shift from more collectivist societal norms to more individualist ones. This trend moves
beyond customization of products. By this individualist tendency, customers are looking for unique and ex-
clussive products that only them or a very small group of people have access to. This trend also relies on
the personalization of services. Customer experience is very important so enhancing it in any way possible
is always a plus and almost a must.
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1. Smithsonian notebook form NET-A-PORTER to blogger Leandra Medine (The Man Repeller)
2. Leica for Hermes camera (one of 100 for $50,000)
3. Nike City Pack Sky High sneakers sold first in each city’s Nike’s store
POP-UP SHOP RATIONALE
The key objective behind our NET-A-PORTER pop up shop is to create a bigger need for NET-A-PORTER
in the retail world, show consumers how unique Net-A-Porter is, broaden the Net-A-Porter brand, and to
bring in new customers. Through a pop-up shop it will help us show our customers in person how essential
it is to shop NET-A-PORTER and prove that it is the leading fashion style guru site that will help you dress
and style in only the best. We know that our site is top of the line in the retail world, but we want our cus-
tomers to have a one-of-a-kind physical experience with the NET-A-PORTER fashion stylists and products.
We hope that through doing this it will make more people aware of NET-A-PORTER, it will bring more
business form our already loyal customers, it will spread the word of our expertise in the retail world, and
it will build our site into an even larger base for online shopping.
The pop-up shop will last 3 days during all four fashion weeks. It will be an exclusive boutique for invitation
only customers that will display one-of-a-kind collections from our selected designers and will allow you
to have the ultimate NET-A-PORTER experience. You will be able to purchase accessories like handbags,
sunglasses, jewelry, and shoes right there in the shop, while clothing will be available to view and try on
and then can be purchased through ipads online. It will be the best of both worlds, combining take home
retail and online retail.
The pop up shop will be advertised through the online website, through invitations and flyers sent in the mail,
and through online promotional e-mails. We want the pop up shop to be invitation only so that we can limit
the amount of people coming in and out of the shop and so that we can make sure that our top customers
are sure to have the ultimate experience. We also will select specific designers that are being sold in the
pop up shop to be invited as well as other top names in the industry that will be attending fashion week.
Some new customers to our site that seem promising sell wise will be exclusively invited in order to show
them exactly what NET-A-PORTER is all about.
We feel that this pop up shop will push the NET-A-PORTER brand further and prove how professional and
knowledgeable our team is of the fashion world. We also feel that this event could bring in new customers
that will be attending fashion and have not had the opportunity to explore and buy from the site. We will be
providing ipads that will allow visitors to access the site and experience our unique shopping experience. And
since we are an online only store, this will be a great opportunity to allow customers to meet the leaders
at NET-A-PORTER that help them online daily.
DESIGNERSAlexander McQueen
Acne
Alaia
Aurelie Bidermann
Balmain
Brian Atwood
Burberry Prorsum
Carven
Charlotte Olympia
Chloé
Christian Louboutin
Christopher Kane
Comee des Garcons
Dolce & Gabbana
Diane Von Furstenberg
Emilio Pucci
Eugenia Kim
Giuseppe Zanotti
Givenchy
Gucci
Herve Leger
Illesteva
Isabel Marant
Jimmy Choo
Karl
Kenzo
Lanvin
Maison Martin Margiela
Marni
Mary Katrantzou
Missoni
Miu Miu
Moschino
Nicholas Kirkwood
Piere Hardy
Prada
Proenza Schouler
Rick Owens
Saint Laurent
Stella McCartney
The Row
Tom Binns
Valentino
Versace
POP-UP SHOP
LOCATIONThe best place for our pop-up shop will be in an art gallery during fashion week. To make it as exclusive
as possible we will only be opening the event for a couple of hours during three days of fashion week in
each city (New York, London, Milan, Paris). This will help ensure our guests that this is a must attend
event. The art gallery setting will set the tone that these fashion pieces are iconic pieces of art work that
stand out from the rest. The pieces that we will be show casing are pieces that will go down in history
as signature pieces from the designer, and must have pieces for fashion collectors everywhere, exclusive to
NET-A-PORTER.
New York, NY London, UK
Milan, IT Paris, FR
FASHION WEEK
New York, NY
DESIGNERS BY CITYFEATURED DESIGNERS
-Charlotte Olympia
-Eugenia Kim
-Illesteva
-Rick Owens
-The Row
London, UK
Milan, IT
FEATURED DESIGNERS
-Christopher Kane
-Illesteva
-Mary Katrantzou
-Stella McCartney
-Tom Binns
FEATURED DESIGNERS
-Carven
-Illesteva
-Emilio Pucci
-Missoni
-Versace
Paris, FR
FEATURED DESIGNERS
-Illesteva
-Karl (Karl Lagerfeld line sold exclussively at NET-A-PORTER)
-Kenzo
-Piere Hardy
-Saint Laurent
Paris, FR
LAYOUTThe layout of the gallery will be as an opening to an art show, very clean and modern. There will be plenty
of room for the guests to mingle and interact with the “art” or pieces from the collection. The event will
no dubitably be after the runways of the day, so it will be important for this setting to be very social. The
layout will have to be comfortably spacious and interactive. The use of projections and iPads will set the
stage for NET-A-PORTER, by making the scene very virtual and interactive as well as elegant and modern.
AMBIANCEAmbiance will be key for the success of the pop up shop. The guest that will be attending will expect the
space to have as much ambiance as the runway shows they will be experiencing at fashion week, but it will
need to be closely tied into the NET-A-PORTER experience as well, the best way to present this will be to
take the inspiration from the office building in London. The space will need to feel very luxurious, modern,
high class, exclusive and fashion forward. The art gallery setting will add to the ambience but the lighting
fixtures, seating, display cases, and dish wears will have to highlight this as well. Everything will be in black
and white as in the London office, as well as leather chairs and couches. Food and beverages being served
will have to reflect the feeling of luxury, with champagne, and fine hor d’oeuvres, such as caviar, pâté, and
others. There will be a full bar, as well as full service from a catering company. Although there will not
be a dress code for our guests the pop up shop will be decorated and served in the style of a black tie
event. There will be music provided by a DJ, playing hip, modern, and chic music, not over powering as in
a nightclub, but just to create a feeling of an exclusive event.
EXPERIENCENET-A-PORTER makes their customers feel special with things like expert styling advice and gift-wrapped
packaging, it will be important to extend that feeling in the pop up shop. The event will be invite only and
will be like a fashion show after party. The guests will receive expert service, free food and drinks, a look
at the exclusive collection with a chance to buy right there on the iPads, the ability to touch and feel the
pieces, and gift bag that include things like NET-A-PORTER’s new print magazine and small free gift, such
as sunglasses or other small accessories. The press will be kept out from inside the event, but encouraged
outside on the way in so that our guests get the recognition they deserve, as if it was a red carpet event.
The pop up shop will reflect best on NET-A-PORTER if the event is as fun as it is classy, so although it
will feel luxurious, the interactions will also be casual.
PRODUCTSThe idea behind the pop up shop is that this collection that is exclusive to NET-A-PORTER, but also that they are all iconic or future iconic pieces. For the shop to be successful it will be most important for the pop up shop to display this visually. That is why the art gallery setting is the best setting for this, but also displaying the pieces as if they were works of fine art will also secure them as feeling as important as they are. Displaying them hanging either in gilded frames, or sleek cases with direct lighting on them will make them stand out in the dimly lit room. The products will be available to touch and feel so that the customers can fully understand the quality of the merchandise.
ALAIA
ALEXANDER MCQUEEN
AURELIE BIDERMANN
ACNE
BURBERRY PRORSUM CHARLOTTE OLYMPIA
CHRISTIAN LOUBOUTIN
EMILIO PUCCI
EUGENIA KIM
GIUSEPPE ZANOTTI
GIVENCHY
MAISON MARTIN MARGIELA
MISSONI
MARY KAREANTZOU PROENZA SCHOULER
RICK OWENS THE ROW
VALENTINO
VERSACE
MARKETING STRATEGY
ATENTTION & AWARENESS:
Attraction will be the most important part of the marketing strategy for the pop up shop. The guest that we
invite must feel like this event is a must-attend event, above all the other opportunities that they will have
during fashion week. Making the guest list exclusive and having designers and celebrities there will help
make it a worth while event alone, but also the exclusivity and luxurious setting and products will make it
a priority for most. The press will also be involved in gaining attention, although they will not be allowed
inside the event, having press outside will make it almost a red carpet event. Advertising it on the website
will also gain attention from the NET-A-PORTER customers, and having the event during fashion week
will have all the luxury customers attention. The shop will also be run in the magazine for several months.
When contacting the designers to make their signature pieces for the collection, it will also be understood
that they will need to make an appearance at the event of the city that they are showing in. having the
designers there will show how closely NET-A-PORTER works with them, and gives the guests the ability
to interact with them. Celebrities on the guest list will make our other guest invites more likely to feel the
need that they must attend, so that they can get some of the same publicity and again interact with them
as well as the designers.