E-commerce powerhouse Yoox-Net-A-Porter has recently announced a triumphant Cyber Weekend, with upscale consumers splurging on luxurious jewelry, watches, party attire, and exclusive pieces. The holiday season got off to a spectacular start as shoppers indulged in special, one-of-a-kind items. Across all platforms within the group, exclusive collections were a big hit, meeting the growing demand for distinctive and limited edition products among luxury clientele.
The volume of orders surged, with the company processing an impressive one order every 0.7 seconds on Black Friday alone. Net-A-Porter set a new record in the ‘hard luxury’ category by selling a stunning diamond necklace priced at £54,000/€61,000, marking the highest sale of a single item during Cyber Weekend.
Partywear proved to be a standout category, with elaborate crystal-adorned gowns and dresses from exclusive collections quickly flying off the virtual shelves. While high-spending customers flocked to Net-A-Porter, the group’s discount stores also experienced noteworthy sales on individual items. Yoox and The Outnet saw remarkable success, with Yoox selling an exquisite evening dress for £9,000/€10,000 and The Outnet moving two dresses at £3,000 each.
Interestingly, Yoox’s in-house label featuring AI-designed pieces performed exceptionally well, with over 3,500 units sold during the promotion. On the Mr Porter men’s fashion platform, coats and jackets proved to be popular selections, including a peacoat priced at £6,500/€7,300 and a bomber jacket for £5,900/€6,600.
The company also noted a significant uptick in app usage during Cyber Weekend, with the Mr Porter app experiencing a 40% increase in downloads. Yoox observed a similar trend, gaining 100,000 new app users. The group’s robust social media presence played a crucial role, with The Outnet’s engaging Instagram Stories contributing to a notable boost in sales.
In essence, Yoox-Net-A-Porter’s stellar performance during Cyber Weekend reinforces the enduring allure of luxury fashion and the growing demand for exclusive, unique, and top-notch products among discerning shoppers.
For more insights on luxury shopping trends, you can visit Vogue Business and Business of Fashion.
