Earlier this year, Elle magazine and luxury e-tailer Net-a-Porter entered into a collaborative agreement that innovatively closes the gap between the consumer’s point of inspiration and point of purchase. Through this partnership, Elle will host “lookbooks” on Elle.com that feature products available through Net-a-Porter. With a simple click, the consumer is able to go straight from the lookbook to the Net-a-Porter website where the item can be purchased.
For Net-a-Porter, this integration opens the door to Elle’s 1.5 million monthly online readers. Elle fashion magazine is an inspiring and trusted source on fashion trends, whose readers look to them for guidance in building their wardrobes. With Net-a-Porter’s complementary reputation as a leader in apparel and accessories trends, this innovative channel partnership is a harmonious collaboration. And with the incredible saturation of product in the market, it’s also a smart and curated way for Net-a-Porter to get their products in front of their ideal consumer audience.
By offering the consumer a unique shopping channel that both inspires and effortlessly enables her to buy, these fashion powerhouses are innovating on the consumer experience. Consumers who rely on Elle as their trusted source of all things trending in fashion can readily turn to the lookbooks, which are filtered by the season’s top trends, for a quick way to shop top fashion. From the consumer perspective, the transition from browsing to buying just got one click easier.
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