Net-A-Porter Re-Defines What It Means To Be 'Fashion Forward'

A number of important innovations have taken place on the online fashion front over the past few years that are fundamentally changing the way consumers approach fashion. This point was driven home recently when Dutch design duo Viktor & Rolf announced that they would be foregoing an actual live runway show in favor of presenting their Spring/Summer 2009 collection exclusively online. It will take the form of a short film inspired by the experience of a French couture salon from the 1950's. The presentation dubbed 'Funny Face' features model Shalom Harlow and will be available to watch at www.viktor-rolf.com from October 2 complete with "backstage" access for guests as well as the opportunity to peek into virtual fittings. While the idea of actually replacing a live runway show with an online virtual presentation is pushing things one step further, Viktor & Rolf are in fact treading a path forged little by little by innovator Nathalie Massenet, founder of online fashion emporium Net-A-Porter.

Net-A-Porter was founded in 2000 in a less-than-friendly business climate for online ventures. The internet bubble had burst and the market was re-thinking it's initial embrace of e-commerce. Massenet's business model was also going against the conventional wisdom of the time which essentially held that online commerce was fine for bargain hunting and books but would never truly constitute a sustainable distribution channel for luxury goods. Massenet, to her credit, was undeterred. To a large extent, the innovations we're witnessing today in online luxury validates Massenet's vision (as do Net-A-Porter's growing sales) and sets her head and shoulders above the rest where online retailing is concerned. Since then, Massenet and her team at Net-A-Porter (with the financial backing of Swiss-based luxury conglomerate Groupe Richemont) have refined their presentation and service and fine tuned their strategy offering not only top-tiered fashion but also changing the shopping behavior of consumers.

Net-A-Porter broke new ground in February 2008 when customers were offered the opportunity to not only watch the Halston runway show on its site but to purchase two key pieces from the newly re-launched Halston collection the very next day after its unveiling during New York Fashion week. An elaborate multi-media campaign had preceded the event including teasers, e-mail alerts, interviews with then lead designer, Marco Zanini and a presentation of the brand's illustrious history by fashion historian Colin McDowell. Building on the groundbreaking Halston collaboration, Net-A-Porter has now teamed up with designer Alexander McQueen to offer pre-registered customers an exclusive opportunity to view a private runway show and purchase eight looks from the Pre-Spring 2009 (i.e. resort) collection a full two months before the items are available anywhere else. The pre-recorded private runway show will be streamed on Net-A-Porter later today (Monday, September 29). The film will also showcase behind-the-scenes footage from the show and exclusive commentary on the collection. This is the type of special perk that used to be reserved to privileged clients of the designer and celebrity starlets. Now it's available to clients of Net-A-Porter whether famous or not. I find that very empowering as a consumer.

At the end of the day, fashion being not only a visual art but also an obviously tactile experience, this form of presentation may never quite replace the experience of seeing the garments up close, touching the fabrics and admiring the craftsmanship. This said, whether it is geography, time restraints or the intimidation factor that keeps you from entering the actual door of a fashion brand, the virtual door of fashion retailers like Net-A-Porter are always open, always welcoming and most importantly, willing to give you access that was once reserved only for the most privileged clients. I find that combination positively irresistible.

Sincerely,

The Luxe Chronicles