Challenge: Net-A-Porter is an online retailer from the UK that specializes in high-end, designer fashions. The brand had been working to deepen its penetration in the U.S. market.
Objective: To broaden awareness and interest in Net-A-Porter among U.S. consumers.
Solution: Plan-it conducted exploratory work among high and low spending customers and prospects of luxury fashion to better understand their lifestyles, fashion styles, designer shopping behavior, core values they associate with Net-A-Porter and reactions to the Net-A-Porter shopping experience/site. A range of “shopper” techniques were used, including in-home interviews that explored the closets of luxury shoppers.
Result: Based on our work, Plan-it made recommendations for generating greater awareness and “buzz” around the brand, most effectively positioning the brand in the U.S. market, improving site content and functionality, and strengthening the customer service experience. Today, Net-A-Porter has 2.5 million women access its website each month.