Net-a-Porter is getting its name out in an innovative way — showing real time purchases of designer duds via a new map-based online program. (
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Net-a-Porter.com wants to transform online shopping into a global spectator sport.
The fast-growing Internet fashion retailer today will launch “Net-a-Porter Live” — an interactive Web page that gives an up-to-the-minute snapshot of worldwide customer activity on its site, The Post has learned.
A world map on the company’s “Live” page blinks and flashes at any given moment with countless little, black Net-a-Porter shopping bags — each signaling that a customer has added an item to her shopping cart or her list of favorites.
In the course of a few seconds, for example, a user might see a Beijing shopper add a Stella McCartney dress, a shopper in Stockholm reserve a Marc Jacobs handbag, or a browser in Mexico City put aside a pair of Jimmy Choo pumps.
“It’s something we’ve found to be an incredibly useful tool internally — it tells us what’s moving most quickly, what are people responding to and where,” said vice president Alison Loehnis.
Indeed, Net-a-Porter’s London headquarters for the past two years has used big plasma screens — complete with maps of the world — to display global sales activity in real time.
“We started to realize pretty quickly that it could also be a shopping tool, a way for customers to get new ideas,” Loehnis said.
In addition to surprising demand for edgy fashions in far-flung locales, Net-a-Porter execs thus far have been struck by the mix of pricey and cheap togs that finds its way into a typical shopping cart, she said.
“Somebody will buy a Balmain coat for $3,000 and throw in a pair of sweat pants and a jog bra,” Loehnis said.
The Live page won’t reveal shoppers’ names or locations more specific than their city. But execs said features may be added in the future that would allow users the option to create and customize an online profile and gab about fashion with other shoppers.