|Luxury Fashion e-tailer NET-A-PORTER.COM’s
Key to Success: Personalised Service
21 January 2016 - The 47th Hong Kong Fashion Week for Fall/Winter has concluded its successful four-day run at the Hong Kong Convention and Exhibition Centre. The fair (18-21January) welcomed more than 1,500 exhibitors from 22 countries and regions to showcase their latest designs and products. During the week, about 30 fashion events, including runway shows, fashion parades, trend seminars, forums, and a networking reception, were organised to present the latest fashion collections and market information.
Speaking at the seminar “NET-A-PORTER: The Game Changer of Online Luxury Fashion” (18 January), Kei Chan, Head of Marketing, NET-A-PORTER.COM APAC, offered a comprehensive analysis of marketing strategies, and her insights into how personalised services enabled the company to stand out from competitors to become a pioneer in the e-tail luxury fashion business
Founded in 2000, NET-A-PORTER.COM, in October 2015, merged with global Internet fashion and luxury e-tailer Yoox Group, to become the world’s leading luxury fashion e-tailer.
Exclusive collaboration with Chanel
“Besides global luxury e-tailers, our competitors include traditional retailing businesses opening their own online stores,” said Ms Chan about the growing competition in the sector. “Many retailers in the United States and the United Kingdom are developing e-commerce models and they no longer only emphasise local sales.” She said that striving for perfection in products, technology, services and content is crucial for NET-A-PORTER.COM. “Our content stands out from the crowd.”
Focusing on female consumers, the company curates fashion and beauty products in its online weekly magazine, featuring A-listers and celebrities, and collaborates with international brands. NET-A-PORTER.COM last year collaborated with Chanel for the first time by introducing an online pop-up store, featuring an exclusive six-piece fine jewellery capsule collection, with each item worth between $16,500 and $151,800.
“Our customers combined with Chanel fans created a strong synergy,” said Ms Chan, who added that NET-A-PORTER.COM made good use of social media to generate buzz and publicise the promotion ahead of the launch, attracting a lot of attention from female consumers.
Interacting with customers online
With customers from around the world, the company places great emphasis on engaging customers and keeping up with market trends by launching such initiatives as tailored customer service, and offering personalised shopping, which are based on the consumer’s shopping history, habits, and brand and style preferences. The platform also offers efficient delivery service and easy returns for a seamless shopping experience.
To cater to the needs of luxury-brand lovers, NET-A-PORTER.COM publishes the weekly digital magazine, The Edit, and the bi-monthly, PORTER Magazine. It also curates content on its social media platforms, by featuring the latest fashion news and trends.
Huge potential of Asia Pacific market
NET-A-PORTER.COM established a regional office in Hong Kong three years ago to serve Asia, where the market for online luxury retail is young and filled with potential, according to Ms Chan. “Hong Kong is the gateway to the Chinese mainland, and a major entrepot for the Korean, Australian, Singaporean, and Thai markets,” said Ms Chan. With the rise of Asian designers on the global fashion stage, NET-A-PORTER.COM has launched exclusive capsule collections, featuring brands from Asian designers, including from Japan, Australia and Malaysia.
She noted that Asia-Pacific is a very diverse market, and that NET-A-PORTER.COM caters to the region’s varying consumer preferences. Ms Chan said that Australian consumers are confident with their own style, and do not closely follow the latest trends, preferring instead to purchase classic items. She added that the majority of Hong Kong consumers, however, are fashion-savvy, and prefer unique new brands; while Singapore consumers’ buying choices are heavily influenced by the city’s hot and humid weather.
|Kei Chan, Head of Marketing, NET-A-PORTER.COM APAC, offers market insights at the 18 January seminar “NET-A-PORTER: The Game Changer of Online Luxury Fashion,” on the online platform’s success|
|About the HKTDC
A statutory body established in 1966, the Hong Kong Trade Development Council (HKTDC) is the international marketing arm for Hong Kong-based traders, manufacturers and services providers. With more than 40 offices globally, including 13 on the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China and throughout Asia. The HKTDC also organises international exhibitions, conferences and business missions to provide companies, particularly SMEs, with business opportunities on the mainland and in overseas markets, while providing information via trade publications, research reports and digital channels including the media room. For more information, please visit: www.hktdc.com/aboutus. Follow us on Google+ Twitter @hktdc LinkedIn