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Net-A-Porter has become the first luxury fashion online retailer to bring out Tom Ford’s ready-to-wear collection. The women’s collection will be on the Net-A-Porter’s site this month (July) followed by Mr Porter releasing the men’s collection in September.
This is a real opportunity for followers of the brand to try out Tom Ford’s new apparel collection. In April, Chanel paved the way for Tom Ford’s foray into digital media and placed a great deal of trust in the Net-A-Porter site by hosting a online pop-up for its “Coco Crush” collection. It was the first time Chanel had sold any product online. Chanel fans were glued to the site when they saw the pop-up of Coco Crush for the first time. It was a beautiful 18-carat white and yellow gold ring.
The Net Set, Porter’s app has become instrumental in strengthening current infrastructure amongst the audience with more 6 million monthly visitors. The app allows users to check latest trends, buy products and recommend item to their friends.
Richemont, Net-A-Porter’s parent company, known for holding a plethora of fashion brands, signed an agreement with the Italian retailer, Yoox Group. Together, they launched the Yoox Net-A-Porter Group, providing different apparel and products. Net-a-Porter has been able to make a profit of 11 million pounds after joining forces with Yoox.
The addition of the Tom Ford collection to Net-A-Porter’s portfolio is a major step in achieving leverage in the online luxury fashion industry.
Word by Khushboo Meta