E-commerce Net
Date: 2015-05-06 10:34
In July 2014, Net-A-Porter, the world's largest fashion luxury e-commerce trader, opened up a fitness section, Net-A-Sporter, which is a sports and fitness sport. Recently, Heather Kaminetsky, vice president of sales and marketing for the United States area of ​​the Net-A-Porter Group, also talked about the process of launching this sector. At the time, this sector had only six months of formation and no additional budget.
Sports is the only bright spot in a depressing fashion market
The luxury electronics e-commerce designer series was founded in 2000 by former fashion editor Natalie Massenet. You can buy evening cocktails, coats, handbags, and high heels from Valentino, Alexander McQueen, Isabel Marant, Chlo, and Marc Jacobs. Previously available sports items were very limited, with only T by Alexander Wang, The Elder Statesman, and Adidas and Stella McCartney's series of athletic leggings, sports bras, and more.
These original sports and fitness items are often just small desserts in the designer series. However, with the popularity of sportswear, e-commerce decided to introduce more professional brands. Kaminetsky said: We surveyed customers and distributed questionnaires every week. Feedback data showed that the awareness of fitness-related products continued to rise. This is an area that we should enter.
In fact, the rise of sportswear has actual data support. A report released by NPD, a US market research firm, in March showed that more sportswear was sold worldwide in 2014. The spending of women in sportswear during the year increased by 8% year-on-year. This is mainly due to the variety of product categories, such as sports underwear, golf shirts, and sports tights.
Traditional sports retailers are talking about sports, but fashion ecommerce should talk about lifestyle
The detailed breakdown of consumer purse bleeding seems to be a profit point. For Net-A-Porter, it is a big challenge. Kaminetsky said that it is not simple to provide consumers with clothes suitable for local sports and activities in different climate regions around the world. The site currently has 16 sports brands covering skiing, skiing, golf, yoga, dance, sailing, tennis and more.
Every week our team will hear about new sports. I don't even know how many sports there are in the world. However, we must follow the principle of priority. It is impossible to put all sports apparel that everyone needs. Kaminetsky said.
After investigating 4,000 female consumers, the Group immediately discovered that websites should not place too much emphasis on sports performance and find their own narrative methods. Kaminetsky said: In our description of products, the ratio of lifestyle and technology is 6:4.
People just want to look like they are doing sports instead of really doing sports
Although people have recently seen fitness as a fashionable lifestyle, most lazy people just want to give support from the costumes, and the apparel industry has thus emerged a category known as sports and leisure. More and more Americans began to wear sports shoes in the conference room. Some people also wore yoga pants to eat brunches. Sportswear has thus become a bright spot in the industry that has fallen into a weak market.
According to analyst estimates by Barclays Bank of the United Kingdom, by 2020, the American sportswear market will grow by nearly 50%, and the market value will exceed 100 billion US dollars. This is mainly driven by consumers who have never been to the gym while wearing stretchy T-shirts and leggings.
Net-A-Porter, which smelled of business opportunities, quickly built sports and fitness products in six months. With no additional budget, the sports boards of the New York, London, and Hong Kong versions of the website were launched at the same time. A matching promotional campaign was launched during international events such as the US Open.
With the successful test of Net-A-Porter, Mr Porter, the men's version of the group, also recently launched the sports category Mr Sport. Kaminetsky said: We continue to focus on the increasingly competitive sportswear market today. Professional sportswear brands including Under Armour and SoulCycle are expanding their product lines, while luxury brands like Chanel and Dior have also launched sports shoes. Adidas increased the horsepower to seize the market through cooperation with fashion figures. In October last year, the joint series of the brand and London designer Mary Katrantzou was put on sale. Even the pop song king Pharrell Williams was included in the Adidas cooperation list. 50 colors of Adidas Originals Super Color sneakers are introduced.
Next, the focus of the Net-A-Porter Group will fall on the sports market.
Date: 2015-05-06 10:34
In July 2014, Net-A-Porter, the world's largest fashion luxury e-commerce trader, opened up a fitness section, Net-A-Sporter, which is a sports and fitness sport. Recently, Heather Kaminetsky, vice president of sales and marketing for the United States area of ​​the Net-A-Porter Group, also talked about the process of launching this sector. At the time, this sector had only six months of formation and no additional budget.
Sports is the only bright spot in a depressing fashion market
The luxury electronics e-commerce designer series was founded in 2000 by former fashion editor Natalie Massenet. You can buy evening cocktails, coats, handbags, and high heels from Valentino, Alexander McQueen, Isabel Marant, Chlo, and Marc Jacobs. Previously available sports items were very limited, with only T by Alexander Wang, The Elder Statesman, and Adidas and Stella McCartney's series of athletic leggings, sports bras, and more.
These original sports and fitness items are often just small desserts in the designer series. However, with the popularity of sportswear, e-commerce decided to introduce more professional brands. Kaminetsky said: We surveyed customers and distributed questionnaires every week. Feedback data showed that the awareness of fitness-related products continued to rise. This is an area that we should enter.
In fact, the rise of sportswear has actual data support. A report released by NPD, a US market research firm, in March showed that more sportswear was sold worldwide in 2014. The spending of women in sportswear during the year increased by 8% year-on-year. This is mainly due to the variety of product categories, such as sports underwear, golf shirts, and sports tights.
Traditional sports retailers are talking about sports, but fashion ecommerce should talk about lifestyle
The detailed breakdown of consumer purse bleeding seems to be a profit point. For Net-A-Porter, it is a big challenge. Kaminetsky said that it is not simple to provide consumers with clothes suitable for local sports and activities in different climate regions around the world. The site currently has 16 sports brands covering skiing, skiing, golf, yoga, dance, sailing, tennis and more.
Every week our team will hear about new sports. I don't even know how many sports there are in the world. However, we must follow the principle of priority. It is impossible to put all sports apparel that everyone needs. Kaminetsky said.
After investigating 4,000 female consumers, the Group immediately discovered that websites should not place too much emphasis on sports performance and find their own narrative methods. Kaminetsky said: In our description of products, the ratio of lifestyle and technology is 6:4.
People just want to look like they are doing sports instead of really doing sports
Although people have recently seen fitness as a fashionable lifestyle, most lazy people just want to give support from the costumes, and the apparel industry has thus emerged a category known as sports and leisure. More and more Americans began to wear sports shoes in the conference room. Some people also wore yoga pants to eat brunches. Sportswear has thus become a bright spot in the industry that has fallen into a weak market.
According to analyst estimates by Barclays Bank of the United Kingdom, by 2020, the American sportswear market will grow by nearly 50%, and the market value will exceed 100 billion US dollars. This is mainly driven by consumers who have never been to the gym while wearing stretchy T-shirts and leggings.
Net-A-Porter, which smelled of business opportunities, quickly built sports and fitness products in six months. With no additional budget, the sports boards of the New York, London, and Hong Kong versions of the website were launched at the same time. A matching promotional campaign was launched during international events such as the US Open.
With the successful test of Net-A-Porter, Mr Porter, the men's version of the group, also recently launched the sports category Mr Sport. Kaminetsky said: We continue to focus on the increasingly competitive sportswear market today. Professional sportswear brands including Under Armour and SoulCycle are expanding their product lines, while luxury brands like Chanel and Dior have also launched sports shoes. Adidas increased the horsepower to seize the market through cooperation with fashion figures. In October last year, the joint series of the brand and London designer Mary Katrantzou was put on sale. Even the pop song king Pharrell Williams was included in the Adidas cooperation list. 50 colors of Adidas Originals Super Color sneakers are introduced.
Next, the focus of the Net-A-Porter Group will fall on the sports market.
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