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Brief Published: 30 Sep 2013

Net-A-Porter Launches Social Shopping App


Luxury fashion e-tailer Net-A-Porter has upped its social commerce efforts with the launch of new wish-listing-focused mobile app, The Netbook.

Users are able to create their own profile and build a public ‘Love List’ of favourite products from the site, which is shoppable and shareable. It’s also possible to follow others’ lists and click ‘admire’ to express approval of their selections. The Netbook also connects to a live product feed on Net-A-Porter’s site, which displays the fashion items trending around the world alongside the profiles of who’s bought them.

Alison Loehnis, managing director of Net-A-Porter, described the Netbook as a “visual and interactive way for fashion fans to discover and shop products, taking inspiration from the wider community”. She said it responded to the fact the brand’s consumer base was already sharing and showcasing photographs of new purchases on social media sites such as Instagram.

Launched to coincide with London Fashion Week (September 13-17), the app demonstrates that social networks can still be exclusive: it’s currently open to fashion industry insiders on an invitation-only basis. When the app goes public later this year, users who download it without an access code will automatically be added to a waiting list and invited on a first-come, first-served basis.

For more on the power of peer recommendations, see The Social Sell, Social Commerce for the Luxury Sector, BevyUp and Social Media Seduction. Also see NY Fashion Week Hackathons, Decoded 2012 and Glamour’s Instant Gratification App for more examples of innovative fashion apps. Finally, Real-Time Retailing explores the power of instant info for wooing digitally savvy consumers.