This article exhibits the introduction of “The Netbook”, an application that will promote the creation of a social community of the most loyal and prestige followers of the Net-A-Porter group. The Netbook is a virtual diary of the user’s favourite pieces that they wish to acquire one day. Similar to the online pin board, Pinterest, they will be able to collect pieces that they love, through a community built of fashion savvy followers selected people by the Net-A-Porter team. Eventually, users will be able to construct a profile and develop a network of those who share an appreciation for the level of luxury that the Net-A-Porter brand exerts.
This application will encompass all levers of social media that are currently integrated on the Net-A-Porter site including, the 2 online e-shops for both men and women (Net-A-Porter and Mr. Porter), along with Net-A-Porter Live which showcases a live, international stream of what shoppers around the world are purchasing off the site and what products they are adding to their wish lists.
All elements which Net-A-Porter values most including social media, fashion and a shopping community, will be enhanced with The Netbook and strategically position them within the market. This tool will allow the Net-A-Porter team to monitor the online shopping community by tracking which products this selected group is interested in as well as what pieces they choose as compliments to that outfit. In addition, it allows them to analyze who is interacting and identify any correlation between genders, social roles and cultures. Lastly, they will be able to track real-time purchases trending internationally, developing a competitive advantage for the brand in the global fashion market place.