Net-A-Porter to launch fashion social network

Net-A-Porter, the luxury fashion site, is launching a fashion-focused social network.

The Net Set: Net-A-Porter launches social network
The Net Set: Net-A-Porter launches social network

The Net Set will launch on Wednesday 13 May and allows customers to build their own profile and follow celebrities, friends and popular trends.

Users can also buy Net-A-Porter products and upload images that can be matched with products for sale on the site.

Net-A-Porter brands will also be given their own profiles to allow a one-to-one dialogue with customers.

Alex Hoffnung, the commercial director of social commerce at the Net-A-Porter Group, said this will be a "powerful tool" for the smaller, lesser known brands.

She said: "This gives them this incredible platform to engage [audiences] and reach out to them in a really personal way, uploading content they feel shows their personality."

Hoffnung also said the idea for the network follows an Instagram campaign that the brand launched last year which showed that its customers like to share images of their purchases.

The launch will coincide with a teaser promo video that was created in-house pushed out on Net-A-Porter’s social media channels.

Sarah Watson, the vice president of social commerce at the Net-A-Porter Group, explained that initially the team will focus on building a community for the network.

She said: "It’s important for us to have an engaged audience of people that are coming back on a regular basis than it is to have hundreds of thousands of downloads."

The new network was created by Hoffnung and Watson.

Natalie Massenet, the founder and executive chairman at The Net-A-Porter Group, said: "Digital innovation doesn't stand still and neither do we.

"We are incredibly excited to launch the world’s first luxury 'shoppable' mobile social network where fashionable digital women all over the world can connect and enjoy a unique and seamless shopping experience across all devices.

"The rise of social media and style blogs has shown that women around the world are inspired by each other’s style and their closets.

"The Net Set is to mobile in 2015 what Net-A-Porter.com was to desktop in 2000."

This article was first published on www.campaignlive.co.uk


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