According to Forrester Research, luxury brands 'won't survive without an online sales channel'. Over 40m Europeans buy clothes online, and this number will continue to increase. Experts predict it will grow to over 70m by 2009.
The website combines content with commerce: it is designed as a magazine, and everything is for sale and delivered worldwide within 48 hours.
Net-a-Porter is expanding very fast. Ms Massenet says: 'Because we have no physical limit to the amount of designers we stock, we can offer a very wide range. But everything we offer has to be trend-setting fashion.' We e-mail information about new products to customers regularly, according to their favourite designers. You couldn't do that in an offline store,' she points out. 'That's the beauty of this business. And customers spend a lot of money in that kind of environment. Seven or eight years ago nobody believed that.'
According to Forrester Research, luxury brands 'won't survive without an online sales channel'. Over 40m Europeans buy clothes online, and this number will continue to increase. Experts predict it will grow to over 70m by 2009.The website combines content with commerce: it is designed as a magazine, and everything is for sale and delivered worldwide within 48 hours.Net-a-Porter is expanding very fast. Ms Massenet says: 'Because we have no physical limit to the amount of designers we stock, we can offer a very wide range. But everything we offer has to be trend-setting fashion.' We e-mail information about new products to customers regularly, according to their favourite designers. You couldn't do that in an offline store,' she points out. 'That's the beauty of this business. And customers spend a lot of money in that kind of environment. Seven or eight years ago nobody believed that.'
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