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Is Social Media Becoming the New E-Commerce?

The Industry London
20 May 2015

Instagram accounts of brands and department stores alike will soon become fully shoppable platforms for keen fashion customers. Once the image of a certain product has been liked, the customer will instantly receive an e-mail with links to purchase the featured item, thanks to tech software LikeToKnow.It. Retailers such as Selfridges, Urban Outfitters, ASOS helmed by Industry member Nick Robertson and Tom Chapman's MATCHESFASHION.COM (also a member) have announced their imminent foray into shoppable social networking, turning fashion into a tech-forward business to be reckoned with.

 

Natalie Massenet and Laura Bailey at Net Set Launch

Natalie Massenet and Industry member Laura Bailey at The NET SET launch

Pushing the boundaries even further is always-ahead-of-the-game giant e-tailer Net-a-Porter.com which will be launching its very own social networking app. The NET SET (a wordplay on fashionable phrase ‘jet set’) is a community-driven app that will allow customers, brands, fashion influencers and the Net-a-Porter crew to interact, share style advice and also shop at the drop of a hat (or the touch of a finger). The app, which was launched on May 13th as an invite-only platform at first also includes built-in visual recognition enabling customers to find matching or similar products to any ‘liked’ image on the app. Designers and brands featured on the Net-a-Porter website will have their own shoppable virtual portal thus allowing them to engage directly with customers, enhancing their communication and business force. Such a direct approach is the way forward for brands to cut out the middle men in terms of marketing and get direct feedback from their customer base; it is also a fantastic means to monitor clients’ shopping trends and to better forecast which products will suit their needs and fancy in the future.

 

Erdem Moralioglu, Natalie Massenet, Roksanda Ilincic and Christopher Kane at Net Set Launch

Erdem Moralioglu, Natalie Massenet, Roksanda Ilincic and Christopher Kane at The NET SET launch

"Digital innovation doesn't stand still and neither do we," says founder and executive chairman of Net-a-Porter, Natalie Massenet. "We are incredibly excited to launch the world's first luxury shoppable mobile social network where fashionable digital women all over the world can connect and enjoy a unique and seamless shopping experience across all devices. The rise of social media and style blogs has shown that women around the world are inspired by each other's style and their closets. The NET SET is to mobile in 2015 what Net-A-Porter.com was to desktop in 2000.”

Women inspire one another and technology enables fashion to turn inspiration into fulfilled wishes and plugged-in businesses.

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