After reporting that many luxury brands have seen dramatic decreases in their net sales over the past year, WWD just released a report stating that not all retailers are weathering the financial blow. Online designer site Net-a-Porter had actually documented strong growth for sales from all of 2008, and the first three months of 2009, the key period of declining sales for many others. So what makes the site stand out amidst a heap of struggling businesses?
“We’re benefiting from being an online business,” said chief executive officer Mark Sebba. Known for a vast but meticulous selection of items and regular discounting, the site attributes much of it's success to a loyal clientele. Other factors include the revamping of the entire site that occurred last year including the addition of new categories, new designers, and exclusive merchandise. Many changes to the site became particularly profitable such as the bridal and lingerie categories, the inclusion of couture labels Lanvin and Givenchy, and the exclusive collaborations with Alexander McQueen and Roland Mouret.
Near the end of the year, the company averaged around 1.8 million
visitors a month and 3.3 million page views a day. Because the company
is based in the U.K. and ships to about 170 countries, it has been less
dependent on the hard-hit U.S. market than some luxury retailers and has instead enjoyed it's unwavering success in the global market. Reps for the online retailer say that they will not slow their marketing activities to the U.S. like other luxury retailers have, but will continue to offer the same selection and product turnaround to the U.S. that it does the rest of the countries it services. And that sounds good to us!
Shop designer collections at net-a-porter.com
Article Source: WWD
Photo Source: myfashionlife, thequestforit