Net-a-porter has offered a glimpse of where online retail is going with a virtual trunk show.
The idea behind the online extravaganza was to celebrate designer Roland Mouret's comeback collection, RM, his fi rst since a fallout with previous investors.
The show went live July 5, 24 hours after Mouret staged his runway show in Paris. It included complete runway footage, interviews with hair and makeup artists and shoe designer Christian Louboutin, as well as detailed commentary on each look from Net-a-porter editors.
In the first four days, customers from 22 countries placed $500,000 worth of preorders. More than 250,000 visitors have viewed the runway video.
The 42-item collection features spare, architectural looks with origami folds in neutral shades. Bestsellers included the Moon and Neptune dresses, the Magellen coat and the Helix jacket. The $2,150 Moon dress, for example, a stretch cotton sheath dress with folded details, sold almost 80 units in the fi rst four days. Prices range from $620 for a pair of shorts to $3,445 for a coat.
Bergdorf Goodman, Neiman Marcus and Saks Fifth Avenue also have created online trunk shows and allowed customers to preorder from a designer's collection, but this was the fi rst time a retailer had put together such an extensive multimedia event using video runway footage and interviews.
Net-a-porter, which has always emphasized editorial with magazine- like features and a printed look book for each season, and whose founder is a former fashion editor, said it planned to do more such events. Neiman Marcus said recently that it was mulling adding video and interviews with store executives and designers to its Web site.
"We were founded on the principle of offering access to fashion brands around the world and amazing service, and we're excited to do this because it took our basic premise to the next level," said founder Natalie Massenet. "Because it's not a brand that's distributed in every store around the world, for customers to be able to get their hands on something which in previous collections sold out very quickly gives them another level of service."
A video production crew with six cameras and Net-a-porter's in-house creative team shot the video in Paris and assembled the content the next day in London, where Net-a-porter is based. This was Net-a-porter's fi rst use of Flash, and it also made a nonvideo version for the minority of customers who can't run Flash.
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion
A grooming moment between @tanfrance and @antoni last night at the The LGBT Community Center Trailblazer Awards honoring Anna Wintour, Ricky Martin and more. See more photos at WWD.com #wwdeye (📷: @lexieblacklock)
“It was a very surreal feeling. It wasn’t like we were in the studio together coming up with it — it’s more like he discovered it and loved it. I didn’t let myself get my hopes up, but then it happened it was very exciting,” said singer-songwriter @nombe on discovering that @pharrell would be using his song, “Cant Catch Me” on his HBO documentary series “Outpost.” The German-born singer — named Noah MacBeth — talked to WWD about feminism, using art as a platform for political expression and personal style. Read more on WWD.com #wwdeye (📷: @jilliansollazzo)
This season, denim is going west – in influence. Brands like @fathersdaughterla (pictured here), @tommyhilfiger Jeans, @levis and more are opting for raw, top-stitching styles. (Styled by @thealexbadia; 📷: @ryanplett)