told Business Leaders Network’s Making it Mobile event in December 2012. “But we still see it as important.
But just how did Net-a-Porter decide to
make what might appear to be a leap back in time? “[Founder] Natalie [Massenet] approached the enterprise as a magazine editor,” Sebba explained, referring to Massenet’s background as editor of UK titles from Women’s Wear Daily and The Tatler toWired magazine.
“She observed early on that when fashion houses held their shows, they had one collection for editors and one for the stores.” Massenet, he added, had wanted to attend shows targeting editors, and create a retailer for those clothes online. With more than 6 million monthly visitors, it’s clear Massenet’s original content focus has been effective.
Similarly, ASOS, another online fashion
retailer, connects with consumers via an iPad app and a print magazine; as in the Net- a-Porter version, users can interact with
“Net-a-Porter... wasn’t so much about revolutionising shopping as revolutionising
the magazine industry MARK SEBBA NET-A-PORTER GROUP
content in a variety of ways — including creating wishlists and shopping.
Moving into print isn’t the only way Net-
a-Porter is jumping onto the transmedia bandwagon, though. In the works is a gaming app, Suit Yourself, to promote a Karl Lagerfeld collection and Mr. Tux, an iPad magazine app.
“Twelve years ago when Natalie launched
Net-a-Porter, it wasn’t so much about revolutionising shopping as revolutionising the magazine industry,” said Sebba. “It’s about understanding the media side of commerce rather than just trying to move products. I don’t want to denigrate [the retail] side in any way as it pays the rent, but advertising revenue increasingly pays the rent as well.”