As mentioned yesterday, I attended the launch of Net-A-Porter's new iPhone application, NET-APP. The event featured a discussion with Net-A-Porter founder Natalie Massenet and designer Roland Mouret on the role of technology in fashion. Given the tremendous boost his RM by Roland Mouret label has gotten from the Net-A-Porter platform since its launch in 2007, his presence was a fitting tribute to the power of technology to change the established order of things.
Indeed, one of the harsh realities of the fashion industry is that even very talented designers face steep hurdles when they first set out to build their businesses. Acceptance by the fashion establishment which generally involves winning over influential fashion editors and gaining editorial coverage in fashion magazines used to be an essential piece of the fashion industry puzzle. Competition for coveted rack space in key retailers like Selfridges and Harvey Nichols was also an important part of the success equation. But, if the success of RM by Roland Mouret is any indication, Net-A-Porter is swiftly changing the rules of the game.
If you recall, Net-A-Porter broke new ground in July 2007 by broadcasting Roland Mouret's inaugural RM collection and offering customers the possibility to pre-order the entire collection for later delivery. One of the most exciting revelations of the evening is when Mouret admitted that within hours of that launch, he had pre-sold a whopping 60 per cent of his collection. Perhaps more significantly, this enviable result was achieved without the usual fashion industry ritual of presentation to fashion editors, review by influential critics, publication in monthly style magazines, etc. Traditional fashion media was effectively bypassed (at least initially) to reach the consumers directly. As Massenet explained: "We wanted to get out of the way and let the consumers decide for themselves what they liked." And so they did.
To a certain extent, the launch of NET-APP is merely the next logical step in Net-A-Porter's consumer-centric philosophy. As easy as it is to shop online from your desktop, the reality is that most women aren't always at their desk and hot fashion items tend to sell out quickly. NET-APP allows you to shop from your iPhone anywhere, any time. You can be in the back of a cab on your way to the airport and snag the latest RM dress or Christian Louboutin booties before your size sells out. You can also share items with friends and keep up with new additions to stock every Monday and Wednesday all from the convenience of your iPhone.
At a time when traditional fashion retailers are desperately trying to attract customers back to their stores, Net-A-Porter is bringing the fashion to consumers instead. I suspect one day we'll look back upon this innovation and identify it as a turning point in fashion retailing. I invite you to check out NET-APP for yourselves and let me know what you think.
Sincerely,
The Luxe Chronicles
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