Every season, the NET-A-PORTER Trends Presentation goes on tour across our global markets, with our renowned team of buyers sharing their insights and predictions, during a series of closed-door events for our key media. NET-A-PORTER Global Buying Director, Elizabeth von der Goltz, takes us through The Hot 5 Trends, shaping the NET-A-PORTER buying strategy and our industry, in Spring Summer 2019.
1. Seasonality or, season-less?
“Buy Now Wear Now approach has never been more relevant. On average, our NET-A-PORTER What’s New emails generates 16% more revenue than a dedicated email because our customer is shopping for an immediate wear. The idea that women shop months in advance of a season or occasion is simply irrelevant to our customer.
We are constantly challenging our designers to think about when product is going to deliver on our site as opposed to the traditional calendar.
For example, Resort which typically designers have approached as get-away dressing, is actually our prime time for Coats, Knits, Jackets and Boots. Surprisingly we sell more coats & knits in March than we do in October.”
2. The Vanguard and New Designers
“Our customers have an insatiable appetite for newness and emerging talent. They are really open to newness and brave in trying new things, so it’s important that we keep on feeding that hunger. We have a total of 119 new brands joining NET-A-PORTER for the SS19 season, and here is a peak of what’s to come.
Building on this trend, and our wider commitment to supporting the next generation, our The Vanguard program launched in September. The program really aims to harness new designers ensuring that we are bringing them on in a responsible way. From mentorship sessions, access to our creative studio and coverage in our global campaigns this is just a sprinkle of what we are offering our Vanguard Designers.”
3. Exclusive Capsules
“If we take the current season, traditionally, for party dressing, you’re either shopping the tail end of fall winter or the beginnings of resort. So, we were finding that there was a huge gap in product deliveries.
We have seized that opportunity by creating 46 exclusive Party Season capsules, to go above and beyond the market offering and provide NET-A-PORTER customers with unique pieces.
In the accessory world, we have broken boundaries by asking jewellery designers Laura Lombardi and Saskia Diaz to create their first evening bags for us, as well as bringing Aquazzura and five fine jewellers together to launch an exclusive shoe range. Whilst on the clothing front, we have partnered with designers including Alexa Chung, Rixo, Ganni, Blaze Milano, Halpern and new brands Rotate and Retrofete.”
4. The Power of the IT Accessory
“We aren’t strangers to the word ‘IT’ when talking to accessories, and as a business we really believe in trusting in our instincts and backing with conviction what we think is going to be the next big thing.
Cult items, Instagram trends and off-the-radar labels have been driving the SS 2019 buy at NET-A-PORTER, which will see us investing deeply into single items that have the potential to become viral, from Loewe’s basket bags to By Far sandals and the new Chloé bag.”
5. Instagram & #THENETSET
We’ve scouted a number of new brands through the Instagram, but scouting newness isn’t the only way we use Instagram to impact our strategy. Product featured in posts from influential individuals really impact our performance.
Our NETSET comprises of 144 influencers across 20+ countries and 5 continents, who share their own styles and advice under #TheNETSET. The NETSET influencers partner with us in a very organic way, and this is what our customer reacts to so positively to – these girls are part of the NET-A-PORTER family.”
