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. Heather Kaminetsky, vice president of sales and marketing for the U.S. region of the Net-A-Porter Group, shared insights into how this segment was developed in just six months without any extra budget.
Sports have become one of the few bright spots in an otherwise struggling fashion market. Founded in 2000 by Natalie Massenet, a former fashion editor, Net-A-Porter originally offered high-end designer pieces from brands like Valentino, Alexander McQueen, and Chlo. Initially, its sportswear selection was limited to items like T by Alexander Wang, The Elder Statesman, and Adidas x Stella McCartney leggings and sports bras. These were small additions to the overall collection.
However, as athleisure became more popular, the company decided to expand. Weekly customer surveys showed a growing interest in fitness-related products, prompting them to enter the space. A report from NPD in March 2015 revealed that women's sportswear sales increased by 8% year-over-year, driven by a wider range of products such as sports underwear, golf shirts, and tights.
While traditional retailers focus on performance, Net-A-Porter emphasizes lifestyle. Kaminetsky noted the challenge of offering suitable clothing for different climates and activities globally. The site now features 16 sports brands covering skiing, yoga, tennis, sailing, and more.
After surveying 4,000 women, the team realized that consumers wanted style over pure functionality. Their product descriptions now balance lifestyle (60%) with technology (40%). Many people aren’t actually training but want to look like they are—hence the rise of "athleisure."
Analysts predict the U.S. sportswear market will grow by nearly 50% by 2020, surpassing $100 billion. In response, Net-A-Porter launched its sports section quickly, without extra funding. It rolled out the feature across New York, London, and Hong Kong versions simultaneously, backed by promotions during events like the U.S. Open.
The men’s version, Mr Porter, also introduced a "Mr Sport" category. As competition grows, brands like Under Armour, SoulCycle, Chanel, Dior, and even Pharrell Williams collaborate with Adidas to capture market share. With the success of its sports launch, the Net-A-Porter Group is now focusing even more on the expanding athletic wear market.
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