N E T- A - P O R T E R .

C O M
LUXURY WILL ALWAYS NEVER BE THE SAME

THE IDEA OF LUXURY HAS 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 sales experience 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.

LUXURY ONLINE:
The Internet has changed fashion retail. Now, you can nd not only the brand of the dress so-and-so wore to such-and-such event, but also nd 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.

THE ISSUE:
NET-A-PORTER is losing ground to competitors. From ash sale services to members-only shopping sites, and from design hatcheries to the luxury fashion brands who are nally embracing online consumer sales, the competition for fashionistas has never been so erce.

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-PORTER could 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.

THE NET-A-PORTER CUSTOMER:

NET-A-PORTERs 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.

THE CREATIVE STRATEGY:

To gain and to maintain their status as style mavens, NETA-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 the forefront of the new economy in fashion.

INCUBATE EMERGING 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-PORTER can establish itself as a hothouse for tomorrows fashion industry (and grow its business today) by establishing a Design Incubator program specically for fashion designers. In much the same manner that a technology incubator grows todays 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 their businesses. NET-A-PORTER can become the catalyst to propel a select few to fashion stardom, bringing themselves along for the ride.

MAKE INTRODUCTIONS:
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 designers business to life. NET-A-PORTERs Design Incubator would include a scalable technology platform that provides 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 designers page, NET-A-PORTER would become etched in shoppers minds as the source for the latest design talent.

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 sartorial inspiration. And best of all, it makes them feel like they can have a personal inuence over the direction of fashion trends. If access is power, NET-A-PORTERs new Design Incubator would be a VIP pass for style mavens.

MAKE CONNECTIONS:
Every photo used in this presentation was borrowed from The Sartorialist, Scott Schumans 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 inuential voices from the world of fashion would create 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 acionados, 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 rst group of hot new designers to participate in the Design Incubator. Style Board members will be invited to continue their involvement as the program grows. Think of the Style Board as a group of mentors for NET-A-PORTERs new talent.

IN SUMMARY:
NET-A-PORTERs 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 inuence, and gives shoppers an unparalleled fashion experience. In doing so, NET-A-PORTER is once again becoming relevant to the entire fashion community, thrusting the brand well ahead of the pack of luxury fashion retailers today and building a strong foundation for tomorrow.

FIN.

By Joni Goldbach 2011