YNAP SEES MOBILE ORDERS SURGE DURING CYBER WEEKEND
- Mobile orders accounted for two thirds of sales on sunday
- Orders peaked at one per second on black friday
- Customers embrace fine jewellery and watches as trend for self-gifting in hard luxury takes hold
29 November 2017 – YOOX NET-A-PORTER GROUP S.p.A, the world’s leading online luxury fashion retailer, saw a significant rise in purchases made on mobile devices as the festive season kicked-off, with the proportion of sales reaching 66% on Sunday, an all-time high.
There was a surge in customers making their first order via the Group’s apps, with the YOOX iOS app trending in Italy and ranked number one in the “Shop until you Drop” section of the App store.
The growing trend toward self-gifting in hard luxury and party wear was a notable feature of sales. In Hard Luxury, the highest priced item sold on NET-A-PORTER was a diamond bracelet for £38,000. Earrings sold particularly well over the weekend, including a single diamond ear cuff, priced at £20,000. Hard Luxury performed very well in the US, boosted by the launch of new fine jewellery collections. Female customers focused their attentions on the upcoming party season, with sales of evening wear – one of the fastest growing categories – continuing to rise, including two gowns sold at £9,000 apiece.
Leather jackets, winter coats and blazers all proved popular with MR PORTER’s customers, with tuxedos selling particularly well in the US. Fine watches also performed very well, driven by recent brand launches, including TAG Heuer, Piaget and Jaeger-LeCoultre.
YNAP’s robust and fully scalable in-house technology and logistics capabilities reliably processed orders which peaked at one every 0.8 seconds on Black Friday. Thanks to the Group’s state-of-the-art infrastructure, orders will be available for delivery right up until the Christmas weekend.