net-a-porter - digital media strategy
TRANSCRIPT
Digital Media Strategy
Presented by Xue Kang
What is NET-A-PORTER.COM?• World’s premier online luxury fashion retailer
• Founded by Natalie Massenet in June 2000
• Provides website stage, presented in the style of a fashion magazine
• Global reach and popular designers
TARGET AUDIENCE
• Style-savvy fashion buyer• Female from age 18 to 55• College students• Businesswomen• Fashion writer• Luxury buyers• People who are interested
in latest fashion trends• Designer prefer buyers
Customers of net-a-porter. com are from all around the world
GOALS and CHALLENGES• Effectively increase online sales and
page views of net-a-porter. com• Increase people’s brand awareness• Set net-a-porter as a professional
luxury online shopping brand
• Large amount of similar online luxury retailers
• People pay more attention on the new, we have to keep changing
BIG IDEA• Focus on building a cutting-edge luxury
fashion online shopping brand
• Develop fashion activities around net-a-
porter
• Unprecedented websites
TOOLS AND TACTICS - how to make the “big idea” come true
• Social Media Websites• Mobile Services• Creative Emails• Digital Marketing• Inbound Marketing• Google AdWords
ONLINE MAGAZINES AND BLOGS – Inbound Marketing
Facebook, Twitter and Pinterest
KEP PERFORMANCE INDICATORS- how to measure the success?
• Record the number of people visited• Website traffic flow• Customer feedback – positive feedback directly shows
the success of the company• The number of followers on online social networking
BUDGET