Net-a-Porter and Mr Porter's first joint campaign drives parent company's surge

Newly merged Yoox Net-a-Porter has unveiled bumper maiden full year results driven by its first combined advertising campaign for Net-a-Porter.com and Mr Porter.

Net-a-Porter and Mr Porter ran a combined ad campaign for the first time at Christmas
Net-a-Porter and Mr Porter ran a combined ad campaign for the first time at Christmas

The online retail giant, which was formed by the merger of Yoox and Net-a-Porter, said the combined Christmas campaign for the Net-a-Porter.com and Mr Porter brands achieved "significantly higher-than-expected results in terms of sales and visits".

The strategy also helped the group benefit from cross-selling between the two customer bases for Christmas gifts.

Yoox.com benefitted from marketing investments carried out in 2015 to support increased buying campaigns for its seasonal fashion collections and its first TV campaign in the United States.

Yoox Net-a-Porter increased net revenues 30.9% to €1.7bn (£1.3bn) in its pro-forma full year results for 2015, while net income surged 37.8% to €59.7m (£46.1m).

Alongside the first combined ad campaign, other innovations during the year included the launch of the ‘Net Set’, which is billed as the first fully shoppable social shopping network.

However, the group has not given any indication of how sales have performed on the Net Set.

In the last financial year Net-a-Porter.com also introduced a feature that offers personalised product recommendations according to the customer’s geo-location.

Net-a-Porter also invested in new delivery options such as scheduled appointments and collection from preferred pick-up points.

Yoox Net-a-Porter’s capital expenditure increased to €83.7m (£64.5m) in 2015 compared to £54.8m (£42.3m) from the year before, which was primarily caused by an investment in technology such as the Net set and mobile sites.  

Yoox Net-a-Porter chief executive Federico Marchetti hailed the increase in sales and profits despite the "transformational year".

He said: "This excellent start underlines even further Yoox Net-a-Porter group’s power to deliver profitable growth.

"I'd like to congratulate our global teams for not only delivering on the integration - an innovative challenge in itself - but also ensuring a strong focus on driving results."

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