Net-A-Porter on launching its own social shopping network and why other brands should follow suit

The Net Set app is a fully shoppable social media platform allowing luxury brands to engage with Net-A-Porter consumers through features such as image recognition technology and style recommendations.

Initially launched as an invite only platform in May, it has gone on to generate 85,000 members and 40,000 shared photos, primarily of consumers pictured with their Net A Porter products.

Watson, the creator of The Net Set, says the app is resulting in incremental sales and helping to join up the shopping experience.

She told Marketing Week: “When we started this it was all about creating a community but interestingly nearly every new member has gone on to buy a product.

“On other platforms if people are inspired to buy clothing the pathway isn’t easy as they’re switching between websites that are not always mobile friendly. We wanted to have our own viral social media app that could also combine shopping options and inspiring editorial content too.”

Watson said she expects member numbers to total six figures “very soon” and that the brand will also evolve The Net Set’s Style Council proposition into a more of a loyalty system for active members.

Currently The Style Council is a clan of fashionable influencers, including the likes of models Poppy Delevingne and Laura Bailey, who regularly post about their Net A Porter purchases onto Net Set.

“The long term strategy is to make the Style Council include people who engage with the app the most and make it not just include celebrities but our biggest influencers too,” added Watson. “There has to be an element of reward.”

Why other brands should follow its lead

Watson said the aim of the Net Set is not to replace other social media channels such as Instagram or Facebook. Net-A-Porter will continue to post to and engage with customers on those sites.

However she believes other retail brands should follow Net-A-Porter and launch their own social media platforms.

“Making the shopping journey easier is key and solutions which allow people to buy a dress, post a status, get recommendations and inspiration all through one platform are the most intriguing,” she said.

“Millennials want instant gratification. They want relevance as they are busy and don’t have the time to filter through multiple sites. As a brand, I don’t think you can just stop at an ecommerce website anymore. Having your own social media platform gives you more control, sure, but it can also create richer shopping experiences.”

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