Net-a-Porter goes hard
It’s been a while coming but Net-a-Porter is about to unveil its fine jewellery and watches hub at the end of the month. With more interest from women buying high-end jewellery for themselves (who needs husbands?!), plus the rise of the online luxury customer, there’s no better time to sell hard luxury online.
To date, Net-a-Porter has dabbled with a handful of legacy jewellery brands, including online pop-ups for Cartier and Chanel and collaborations with Tiffany, Piaget and Pomellato. It identified a big opportunity with the Asian markets, targeting net-savvy luxury millennials with a Cartier campaign last year, which saw £65,000 Panthere watches snapped up via WhatsApp without a second thought.
Hesitant brands have used Net-a-Porter almost as a test bed for e-commerce campaigns, tapping into its well-heeled customer base and wealth of tech experience. Key to Net-a-Porter’s appeal is its reliance on content to tell stories around heritage brands and to educate its customers on provenance and craftsmanship. But how to do that in a modern and engaging way? With moving image of course – the plan is to use video to help grow the department by more than 300% by 2020.
As buying director Elizabeth von der Goltz puts it, “customers trust us with high-ticket items and they love how we put them in a fashion context so they appear more wearable, like a true accessory.” Expect to see a deluge of hard luxurists joining the Net-a-Porter fine jewellery hub in the coming months.
WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGES: Net-a-Porter fine jewellery
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my cookies policy here
CLICK HERE to get Disneyrollergirl blog posts straight to your inbox once a week
CLICK HERE to buy my book The New Garconne: How to be a Modern Gentlewoman