E-commerce Net

E-commerce Net Date: 2015-05-06 10:34 In July 2014, Net-A-Porter, the world’s leading luxury fashion e-commerce platform, launched a new section called Net-A-Sporter, focusing on sports and fitness. This move marked a significant shift for the brand, which had previously been known for high-end fashion. Heather Kaminetsky, vice president of sales and marketing for the U.S. market at Net-A-Porter Group, shared insights into how this division was created in just six months without any extra budget. The decision came as the fashion industry faced challenges, but sportswear emerged as a bright spot. While traditional luxury brands offered limited athletic wear—such as T by Alexander Wang, The Elder Statesman, and Adidas x Stella McCartney—Net-A-Porter saw an opportunity to expand. By conducting weekly customer surveys, they discovered a growing interest in fitness-related products. This data-driven approach led them to invest in more professional sports brands and categories. According to a report from NPD, a U.S. market research firm, global sportswear sales increased in 2014, with women spending 8% more than the previous year. This growth was fueled by a wider range of products, including sports undergarments, golf shirts, and tights. For Net-A-Porter, the challenge wasn’t just about selling clothes—it was about creating a lifestyle. Kaminetsky emphasized that while traditional sports retailers focused on performance, the e-commerce giant aimed to blend style with function. Their product descriptions struck a balance between lifestyle and technology, with a 60/40 ratio. Interestingly, many consumers don’t actually engage in intense workouts—they simply want to look like they do. The rise of “athleisure” has blurred the lines between fitness and casual wear, with yoga pants and sneakers becoming everyday staples. Analysts predict that the U.S. sportswear market will grow by nearly 50% by 2020, reaching over $100 billion. Net-A-Porter capitalized on this trend quickly, launching its sports section in six months without additional funding. The New York, London, and Hong Kong sites rolled out the feature simultaneously, supported by campaigns during major events like the U.S. Open. The group also expanded into men’s fashion with Mr Porter, which recently introduced a sports category called Mr Sport. As competition intensified, brands like Under Armour, SoulCycle, Chanel, Dior, and even Pharrell Williams partnered with Adidas to capture a larger share of the market. With the success of its sports initiative, Net-A-Porter is now shifting focus toward the growing sports market, recognizing it as a key area for future growth.

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