Net-A-Porter, the esteemed luxury e-commerce platform, has recently unveiled its impressive SS23 marketing campaign, designed to not just elevate customers’ looks, but also their overall moods. The campaign introduces #TheNetwork, a group of extraordinary women including Naomi Shimada, Francesca Hayward, Simran Randhawa, and Mia Regan, who serve as a constant source of inspiration for Net-A-Porter’s fashion-savvy clientele.
The campaign delves into the must-have trends of the season, shining a spotlight on five key styles: Plain Luxury, Bold in Black, Best Undressed, Magpie Moments, and Flower Power. These trends were carefully selected based on extensive data analysis, revealing a significant increase in searches for related items during the months of January and February.
The Plain Luxury trend, representing acclaimed brands like The Row, Bottega Veneta, and Savette, has experienced a tremendous surge in popularity. Search volumes for these brands have skyrocketed by more than 185%, 75%, and a staggering 550%, respectively. Furthermore, searches for the color ‘black’ across all categories have surged by 110%, which is astonishing considering black was already the top-performing hue on the platform. Additionally, searches for ‘sheer’ have grown by more than 250%, indicating a rising fascination with this fashionably challenging trend.
Floral styles have also witnessed a remarkable rise in demand, with searches doubling across all ready-to-wear categories. To meet this increasing interest, Net-A-Porter has significantly expanded its selection of floral dresses. The Magpie Moments trend, which builds on the success of SS22’s Trophy Dressing, has gained traction as customer searches for sequins have surged by 165%. This suggests that sequins are no longer restricted to the traditional party season but are now being embraced for various occasions and lifestyles.
Moreover, Net-A-Porter is thrilled to offer exclusive collections from up-and-coming designers. Shoppers can now find the debut collection of Maximilian Davis for SS23 at Ferragamo, as well as a curated assortment of 17 styles from Loewe’s SS23 collection in ready-to-wear, bags, and shoes, available exclusively online.
Net-A-Porter’s SS23 campaign not only celebrates the world of fashion but also attests to the platform’s knack for curating the latest trends and catering to the evolving preferences of its customers. By highlighting these key trends and featuring influential women, Net-A-Porter continues to solidify its position as the go-to destination for fashion enthusiasts seeking inspiration and premium products.
Useful links:
1. Net-A-Porter website
2. New Arrivals at Net-A-Porter
