Digital Media Strategy

Presented by Xue Kang

What is NET-A-PORTER.COM?• World’s premier online luxury fashion retailer

• Founded by Natalie Massenet in June 2000

• Provides website stage, presented in the style of a fashion magazine

• Global reach and popular designers

TARGET AUDIENCE

• Style-savvy fashion buyer• Female from age 18 to 55• College students• Businesswomen• Fashion writer• Luxury buyers• People who are interested

in latest fashion trends• Designer prefer buyers

Customers of net-a-porter. com are from all around the world

GOALS and CHALLENGES• Effectively increase online sales and

page views of net-a-porter. com• Increase people’s brand awareness• Set net-a-porter as a professional

luxury online shopping brand

• Large amount of similar online luxury retailers

• People pay more attention on the new, we have to keep changing

BIG IDEA• Focus on building a cutting-edge luxury

fashion online shopping brand

• Develop fashion activities around net-a-

porter

• Unprecedented websites

TOOLS AND TACTICS - how to make the “big idea” come true

• Social Media Websites• Mobile Services• Creative Emails• Digital Marketing• Inbound Marketing• Google AdWords

ONLINE MAGAZINES AND BLOGS – Inbound Marketing

Facebook, Twitter and Pinterest

KEP PERFORMANCE INDICATORS- how to measure the success?

• Record the number of people visited• Website traffic flow• Customer feedback – positive feedback directly shows

the success of the company• The number of followers on online social networking

BUDGET