Net-a-Porter launches ‘first luxury shoppable mobile social network’
The luxury fashion e-tailer, Net-a-Porter, has launched a social network app which allows users to flaunt their style and engage with others of a like mind as well as the designers and brands that make the clothes and accessories they are wearing.
The Net Set app (a play on "jet set") is set to launch on an invitation only basis on May 13. According to Fashion Times, the app already has 15,000 members who took part in its beta test in 2013. Brands that sell on Net-a-Porter’s site will get their own portal allowing them to interact with customers on an individual basis.
A review of the app by Vogue said users fill out their profiles and "like" trending items by clicking on a red heart. They are able to follow friends and fashion trendsetters as well as "style tribes" with names such as "Rock Chic" and "The Bohemians." Users can upload a photo of something they like and receive "style matches" of items they might like in return.
"We are incredibly excited to launch the world’s first luxury shoppable mobile social network where fashionable digital women all over the world can connect and enjoy a unique and seamless shopping experience across all devices," said Natalie Massenet, founder and executive chairman, in a statement. "The rise of social media and style blogs has shown that women around the world are inspired by each other’s style and their closets. The Net Set is to mobile in 2015 what Net-A-Porter.com was to desktop in 2000."
According to The Telegraph, Net-a-porter’s announcement coincides with news that fashion retailers in the U.K., including ASOS, Selfridges and Urban Outfitters, announced their Instagram accounts will soon be fully shoppable using the LikeToKnow.It app. Consumers with the app that "like" an image on Instagram are sent an email with a link to where they can buy the product.
- Net-A-Porter launches the world’s first shoppable social network – The Telegraph
- Taking Net-a-Porter’s New Social Network for a Test Drive – Vogue
- Net-A-Porter Debuts Shoppable Social Network App – Fashion Times
Will Net-a-Porter’s Net Set app encourage social shopping among luxury fashion consumers? Do you see social shopping apps becoming a major influence on sales in the mass fashion world?