Net-a-Porter Launches Social Network
The Net Set merges social media and shopping. What could be better?
Ever on the cutting edge of both technology as well as its consumers' needs, Net-a-Porter is introducing a new social feed for you to scroll through (you know, after you've been through Twitter, Instagram and Facebook) while you should be doing something else.
The Net Set is a fashion-friendly social network app launching in the iTunes App Store on May 13 (with an Android version to follow) that allows users to scroll through a feed of their favorite Net-a-Porter products, style influencers, brands and "style tribes," such as the pre-loaded "Black is the New Black" and "Double Denim," as well as user-created themes. Vogue reports that once users create a profile, they can also amass followers (called "admirers") who can comment on a user's public purchases and style inspirations. The initial launch of the app will be available on iPhone, iPad and the Apple Watch.
A particulary exciting feature is the image-recognition function, which allows users to upload a photo of a product or an inspiring outfit and be "matched" with a similar item for sale on the site. Users can then purchase items directly through the platform.
When it launches next week, the invite-only app will be limited to a hand-selected community of 15,000 people in order to keep the experience meaningful and authentic. However, it's bound to pick up steam soon enough thanks to Net-a-Porter's massive fan base. The brand's devoted following is actually responsible for creating the term "the Net Set," which began as a hashtag that shoppers used to show off their Net-a-Porter purchases on social media.
"Digital innovation doesn't stand still and neither do we," Net-a-Porter founder Natalie Massanet told Wallpaper magazine of the app, which has been in the works since 2013. It's already been a busy year for Massanet and the Net-a-Porter team, which also includes digital magazine, The Edit and print magazine, Porter. With its debut of athletics-focused Net-a-Sporter, an exclusive Chanel pop-up shop, as well as its massive Yoox merger all in the past year, it looks like the well-rounded retailer's empire expansion will only continue.