net-a-porter: next gen luxury
TRANSCRIPT
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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.