Luxury etailer Net-a-Porter wants to transform itself into what it calls a “proper media brand”, increasing editorial content and opportunities for advertisers.
Tess Macleod Smith, who joined in the newly created position of group publishing director last month, told Drapers the higher level of editorial content was aimed at improving consumer engagement.
Macleod Smith, whose responsibilities extend to all Net-A-Porter’s facets including the main site, menswear site Mr Porter and discount site The Outnet, wants to foster “better opportunities for advertisers”.
“We have a huge global audience of very high net worth individuals and we want to make sure we are reaching out to all of those customers and engaging with them as much as we possibly can,” she said. “It was always [founder] Natalie Massenet’s vision from the start that Net-a-Porter should be a fashion magazine that is also a shop, enabling people to instantly buy the things they have just been reading about.”
By contrast, premium fashion etailer My-Wardrobe is trimming editorial content on its site in favour of a more visual presentation of products. While “stickiness” had increased as a result of editorial, that wasn’t necessarily translating into sales.