Fashion

Net-a-Porter revamps content strategy


Net-a-Porter revamps content strategy

Net-a-Porter has announced they will be reducing the frequency of Porter
magazine to twice a year and will be making investments into video and
podcasts. The news was reported by WWD.

Net-a-Porter says they have seen growth in digital consumption, and as a
response will be opening new video studios and editing suites to produce
more content at a faster pace. According to Net-a-Porter, their digital
audience has grown 1.5 times over the past year, with reader engagement
increasing nearly 50 percent. In addition, 50 percent of Net-a-Porter’s
total orders are being produced via mobile orders.

Net-a-Porter says they are also redesigning their app. The magazine is also
set to go bi-annual starting in spring 2020.

“As a digital pure-play business with content at our heart, we are
committed to delivering the most engaging experience and service to our
customers,” said Alison Loehnis, president Net-a-porter and Mr Porter, to
WWD. “To that end, we are further ramping up our digital output, with
increased investment across video, podcasts and social to ensure that our
content offering remains innovative and market-leading.”

Net-a-Porter’s parent company, Richemont, is focused on driving the
company’s e-commerce presence in markets such as China, which is a major
target for global luxury brands. Net-a-Porter’s weekly digital magazine,
The Edit, will continue, and will likely becoming a bigger focus for their
editorial content given the more digital heavy push.

photo: via Net-a-porter.com



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