Net-A-Porter.COM social media campaign launches Karl Lagerfeld supported by proprietary online TV channel
Social Butterfly: KARL | Net-A-Porter.COM is the 2:55 min video released by Net-A-Porter's own online TV channel capturing the publicity stunt that launched Karl's Pret-a-Porter line on the luxury fashion e-tailer in 5 cities around the world: Paris, New York, London, Berlin and Sydney.
Noteworthy Net-A-Porter.com:
Net-a-Porter.com made its mark at inception in 2000 by bringing luxury fashion to the online market at high-end retail prices, at a time when e-tailers were mostly associated with cheap outlet price positioning.
The London based company founded by Natalie Massenet was able to command its position in the luxury segment by delivering an exquisite customer experience. Using black as the definitive color for luxury, beautiful packaging, same day delivery within the London area to ensure clientele could have the perfect dress for a last minute glamorous evening due, recognizable black delivery vans, private fittings and viewings for the most exclusive clients, and so on.
Capitalizing on personal relations with UK leading fashion magazine editors ensured a cross-over in traditional media.
Favorable supply deals with designer houses reduced risks of inventory and increased ability to stock hottest fashion pieces. This was an essential strategic advantage at the time (2000 was the year Boo.com went out of business, as did many Internet concepts - if memory serves me right Net-A-Porter.com took over Boo.com's IT systems inventory at a charm).
Today Net-a-Porter continues to hold its own, although competition is now stiff: the company delivers 1000 packages every day around the world, captured the all-important Middle Eastern HNWI market, added distribution ware houses in key markets like the USA, was valued at over 350m GBP in 2010, stocks over 300 international brands and has 2 million women view its site every month.
Adding an online TV channel for added engagement:
Having created its own TV channel online, Net-a-Porter.com TV, is developing in-house capabilities that showcases fashion in video. A format which is an important inflluencer in today's social digital landscape. The channel is also a platform to host video releases that built up the buzz around the Karl Lagerfeld launch, including a Face to Face interview in which Lagerfeld interviews himself. Watch the Sneak Peek here:
The BBC reports on the Lagerfeld launch at Net-A-Porter.COM here.
The Guardian reports on Massenet's success with Net-A-Porter.COM here.