Net-A-Porter shopping bag
Italian fashion house Prada is entering the ecommerce realm with assistance from online retailer Net-A-Porter.
Prada is among the few houses that remain to only offer limited ecommerce of its own, but Net-A-Porter’s prowess among online retailers has provided brands wary of the channel to test the waters, often seeing great success. As for Net-A-Porter, the retailer works with brand partners on two levels, either powering monobrand ecommerce behind-the-scenes or hosting capsule collections for its shopping community of nearly 2.5 million consumers to peruse on its site.
Fall for Prada
Currently, Prada’s only ecommerce options on its Web site are edits of leathers goods, footwear, small accessories such as wallets, sunglasses and jewelry and its fragrances. The Italian brand does not sell its ready-to-wear collections on the site.
Net-A-Porter announced that Prada would soon debut on its Web site through a consumer-facing email blast sent to its established consumer base. Given Net-A-Porter’s fashion-forward audience, the message likely resonates with those who are style conscious and will appreciate the convenience of shopping Prada online.
The message sent to consumers encourages those interested to sign up to shop Prada’s “standout” fall 2016 collection. Net-A-Porter describes the collection as being “sporty-meets-ladylike with opulent brocades, mismatched abstract prints and utilitarian-chic outerwear.”
Net-A-Porter’s Prada email announcement
A click-through lands on a sign-up page that gathers consumers’ contact details to keep them informed on the collection’s launch on Net-A-Porter’s site.
The collection is scheduled to go on sale on July 15 and will include women’s pre-fall and fall runway pieces in addition to a selection of handbags, footwear and small leather goods. Net-A-Porter’s brother brand Mr Porter will begin selling Prada Sept. 6 with items including suits, sportswear, shoes and accessories.
Per WWD, the Prada partnership was one of Net-A-Porter’s highest spends for the fall 2016 season.
Net-A-Porter has been successful is helping a number of luxury brands enter or enhance their presence in the online shopping arena. Likely not by coincidence, French apparel and accessories label Chloé launched its online boutique the same day as Net-A-Porter’s Prada announcement.
Unlike Prada’s dealings with Net-A-Porter, Chloé’s ecommerce presence is powered by Yoox Net-A-Porter Group from the backend. Similar to the Prada announcement by Net-A-Porter, Chloé sent its newsletter subscribers a message inviting them to shop its brand.
Chloé’s ecommerce page for the Drew handbag, powered by Yoox Net-A-Porter Group
In the past, Chloé’s Web site redirected consumers to its product page hosted by Net-A-Porter, but now “Chloé Girls” can shop directly on the monobrand site. Chloé’s ecommerce expansion includes ready-to-wear, handbags, shoes, accessories, children’s wear and fragrances.
The news of both launches comes as Yoox Net-A-Porter Group shared its goals for the next five years.
The group has posted strong annual net revenue growths of 17 percent to 20 percent, at constant exchange rates, in a retail climate that has seen traditional department stores post losses each quarter. Setting its sights on 2020, Yoox Net-A-Porter plans to grow its business via the fastest growing channel in the luxury market: ecommerce.
Yoox Net-A-Porter’s ambitious plan includes an accelerated shift toward mobile to enhance conversions, customer engagement and retention. The retailer also plans to offer unique products, personalized marketing, creative and content and high-level service to continually attract high-value consumers (see story).
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