Net-a-Porter, the luxury etailer, has launched a dedicated denim boutique.
The boutique is the latest specialist category area on the site, which also features boutiques for loungewear, workwear, vacation and wedding collections among others.
The denim boutique categorises denim according to fabric type, rise, wash, silhouette and body shape and gives the option to shop by colour or designer.
Net-a-Porter vice president of sales and marketing told WWD: “Denim has been an incredible category since the beginning [of Net-a-porter]. Our customers are buying multiple pairs of jeans throughout the course of the year.”
She added that denim sales had risen 80% year-on-year.
The boutique was created with three different types of customer in mind, she added; a customer who “knows her brand and is all about fit”, one seeking inspiration and new trends and a third who is looking for “a helping hand” when it comes to size and fit.
Loehnis said Net-a-porter’s denim sales were set to continue to grow, driven by styles such as skinny and boot-cut jeans, and edgier looks with zip details and wax finishes by labels such as Rick Owens’ Drkshdw.
Current bestsellers include legging-style jeans, jeans with a high rise and boyfriend styles, such as those by Current/Elliott.
To visit the boutique click here.