Net-A-Porter Sustain Edit - Industry Project

NET-A-PORTER SUSTAINABILITY

WHAT IS NET-SUSTAIN? NET-SUSTAIN offers the NET-A-PORTER woman to browse consciously picked products within the edit, these products meets at least one of eight key attributes which take into account human, animal and enviormental welfare.

CRAFT & COMMUNITY The standards and certifications considered under this attribute include Fairtrade, Fair for Life, The World Fair Trade Organisation, and Fair Trade Certified.

CONSIDERED MATERIALS The standards and certifications considered under this attribute include the Global Organic Textiles Standard, Organic Content Standard, Cotton Made in Africa, and Better Cotton Initiative.

CONSIDERED PROCESS

CONSIDERED INGREDIENTS

The standards and certifications considered under this attribute include Bluesign, Oekotex, Nordic Swan, EU Ecolabel, Leather Working Group and more.

Explore brands that have been created using ingredients grown and produced with a significantly reduced amount of water, waste, carbon and pollution.

NET-A-PORTER- COMPETITION

FARFETCH SECOND LIFE Prices from £45 to £127,000 Focused on selling iconic second hand pieces.

Consumers can use the 'fashion footprint tool' to calculate their environmental savings by shopping second hand.

Creates a circular fashion environment with blogs on how to be fashion conscious & how consumers can care for their luxury items.

Gain Farfetch credit by selling your loved items.

SELFRIDGES PROJECT EARTH Worlds best sustainability campaign.

Market innovators and leaders.

First major retailer to do a rental platform.

Rent, Repair, Refill, buy pre-loved.

MATCHES FASHION

What have Farfetch achieved that NET-A-PORTER not yet have?

What are NET-A-PORTER doing which is better than its competitors?

Approaches sustainability as a series of pledges not platforms.

Small edit of 'Responsible fashion' Including sustainability in their business plan just for the sake of it?

Competitor Shop Net-a-Porter's website is minimalistic making is simple for customers to navigate and stylish.

With ease you can refine your search to the Net Sustain range, making the process of defining the sustainable items from the unsustainable straight forward.

Net-a-Porter can be differentiated from their competition by the volume of sustainable products they have available on their platform (Edited graph inserted below).

The companies unique selling point is the customer experience - through their multichannel experience they make it truly simple for their customer to access luxury goods whenever and wherever.

The Net Sustain edit has roughly 150 designers to browse. Some examplesof categories are but not limited to: clothing, beauty, lingerie, active wear, bags and shoes.

Net-a-Porter focus their merchandise on women, they do not have male options. Their target customer is aged between 25-40 years old, female, educated to college or graduate level.

Annual income £35,000+. They love fashion, but are conscious of the environmental impacts of fashion.

Beyond merchandise Net-a-Porter connect with their customer via social media platforms such as Instagram, Facebook, Twitter, LinkedIn and Pinterest.

Selfridges offer a simplistic website design and layout similar to Net-a-Porter.

Its very easy to navigate, creating a seamless experience for the customer.

When refining your search for sustainable items you are able to define your search further, into sustainable categories such as organic/ forest friendly/ British made etc.

The companies unique selling point is that it's world renowned, the store is a landmark for international tourists visiting London. Due to the high street presence they are able to offer further services than their online competition for example their refill and repair services.

The Project Earth edit has roughly 141 brands to browse. Some of the examples of categories are but not limited to: clothing, shoes, home&tech, foothill, jewellery and bags.

Selfridges target customer is aged between 25-50 years old, female (although they do male lines too), educated to graduate level. Annual income £35,000+.

Beyond merchandise Net-a-Porter connect with their customer via social media platforms such as Instagram, Facebook, Twitter, LinkedIn and Pinterest.

Competitor Shop + NET SUSTAIN Grenadins printed underwired bikini top Produced from recycled fibres made from abandoned fishing nets and other nylon waste found in the sea.

65% ECONYL, 35% elastane; lining: 73% polyamide, 27% elastane.

Price: £115 Sizes: XS-XL

Selfridges offers fewer options than Net-a-Porter with 9 designers to choose from, as well as 7 colour options.

Sizes range from XS-L Prices range from £5-£180

Net- a Porter offer a larger range of sustainable swimwear to choose from, with 11 different designers included and 13 colours choices.

Sizes range from XXS-XL Prices range from £79-£375 Piped Crop recycled-polyester-blend bikini top 97% recycled polyester, 3% eastane Price: £75 Sizes: 6-12

BRANDS TO INTRODUCE TO NET-SUSTAIN

TOAST is a Welsh brand with sustainability and longevity at their core. Their mission is to create clothing that is durable in their life cycle and style with collections that reflect a sense of ease and a slower, more thoughtful way of life, featuring recycled materials and made to order pieces.

Sustainability & Ethics 85% of their products use purely natural fibres (cotton, hemp, linen, sustainable viscose, wool and cashmere) Products designed by in-house designers Packaging is fully recyclable Made-to-order pieces to reduce waste Free repair service in their shops A swapping initiative extending the life cycle of the garments Care guides on their website with tutorials Long-standing relationships with suppliers and artisans Collaborate with suppliers to ensure they are being ethical in their practice

Price Range: £45-£345

"For us, sustainability is the number one aspect to have in mind when working with fashion and garment production."

Djerf Avenue is a Swedish, non-seasonal, readyto-wear brand. Born out of love for vintage and the perfect basics. Djerf Avenue is made to embody the confident, chic, and laid-back person on the go. "We want to deliver pieces that feel timeless and that will last".

Sustainability & Ethics Only use natural, organic, regenerated, or recycled fibres in all garments.

Only use natural corozo buttons instead of plastic buttons.

Only use organic cotton labels instead of polyester labels.

Do not put hang tags on garments for branding to minimize waste.

Do not pack garments in individual plastic bags.

Chosen to have all production in Europe to be able to transport it to the warehouse by truck.

Portuguese factories follow European laws and policies regarding Labour relation practices.

When possible, they produce made-to-order garments to minimize waste.

Security tags and every piece in packaging are made with 100% recycled materials.

Price Range: £39-£169

117K

Sustainability & Ethics

Bogdar is a brand founded in Bulgaria in 2015, all the clothes which are produced are also made in Bulgaria. As a brand, they combine contemporary style with sustainable execution for unique pieces in an eco-conscious way. Bogdar mostly only use sustainable fabrics, but commit to using only biodegradable and recycled fabrics in 2021.

Only work with small family-owned businesses that are responsible fabric suppliers to make sure they achieve a more sustainable future with every product produced.

Only source materials from Europe to reduce carbon footprint.

Being part of the GOTS means the suppliers have limited use of chemicals in all products.

Family-owned facilities with small teams which create each piece by hand.

Reduced parking onsite to promote the use of free bus services for all staff.

Made to order service, reduces overproduction.

Clothes come in an eco-friendly acid-free paper.

All labels are on recycled paper.

Each item comes with a sustainability passport to give info on how/where the fabric was sourced.

Price Range: £75-£350

Sustainability & Ethics

Prada is an Italian luxury fashion house that was founded in 1913 by Mario Prada.

It specialises in leather handbags, travel accessories, shoes, ready-to-wear, perfumes and other accessories.

Price Range: £60 - £3000

Prada Re-Nylon project is the product of a partnership between Prada and the textile yarn producer Aquafil, an Italian company with over half a century of expertise in creating synthetic fibers. Across a number of years, Aquafil has invested heavily in groundbreaking research and development of sustainable materials, producing new from old.

ECONYL is a regenerated-nylon yarn that can be recycled an indefinite number of times without affecting the quality of the material.

ECONYL yarn is made of recycling discarded plastic that has been collected from landfill sites and oceans across the whole planet.

For everty 10,000 tons of ECONYL created 70,000 barrels of petroleum is saved. This reduces environmental emissions of C02 by 65,100 tons. -90% impact of petroleum-fuelled nylon production on global warming.

Why House of Sunny is perfect for Net-Sustain?

FOR NET-SUSTAIN Zero chemical discharge.

Less water consumption.

Only denim manufacturing process certified as ecological.

Protects animal welfare Takes into account the impact of global animal agriculture on green house emissions

Uses repeat prints Cuts fabric wastage

Pieces which can be worn all year round

Adds a new attribute of customer to NETSUSTAIN. House of sunny was created to fight fast fashion and bring a sustainable option for the 17-25 audience.

Hype around their brand could bring interest to the Net-sustain site.

'No-frills' transparent brand.

Drop culture

Net-sustain segments House of sunny applies to: Considered materials Considered process Reducing waste Animal welfare

CUSTOMER PROFILE Meet Sophie, She is a 28 year old, fashionable and successful business women. Sophie takes great pride in her own appearance so great quality clothing is a must.

Age: 28 years old (Gen Y) Family: Currently engaged to boyfriend of 5 years Economic status: High disposable income Education: GCSE's, A-levels, qualified university business student Influences: Friends, Boyfriend & social media influencers

Who is the NET-A-PORTER customer?

Net-A-Porter's target audience is busy, successful women aged between 1834 years old, who enjoy spending their free time browsing social media and using convenient online shopping websites.

Net-A-Porter's target audience are interested in "Luxury" & 'Designer" and are willing to spend more money on designer clothing

M A R K E T I N G ONLINE VISUAL MERCHANDISING With the importance and rise of active interest of sustainability, Net-A-Porter should consider promoting the range more and making it more easily accessible for shoppers.

New

Currently Net Sustain is located at the bottom of the landing page Difficult pathway towards shopping the range No banners/images promoting it on the home page

→ Net Sustain Overview & → Scroll to End → Click

Footer Pillars

'Shop Now'

This strategy would focus on promoting the range from the first page a customer would see, which would encourage more traffic towards it due to an easier, more direct pathway.

OPTION 1 A banner containing an invite to the collection OPTION 2 Highlighted in the 'featured categories' section of the front page

SOCIAL MEDIA NET-A-PORTER @NETAPORTER

Click here to sign up for your chance to win tickets to the live stream give away with MATILDA! Http://www.netaporter.co.uk/Matilda

Instagram and Facebook story with a swipe up feature where customers/fans can enter their email with a chance to win entry for a live stream giveaway and also VIP access to the website launch .

ONLINE

win FRIENDS SHOP FIRST!

Ner-A-Porter has a huge social media following and one thing they are taking control of is Instagram Reels and IGTV. For our social media buzz we will use our launch party as an exclusive event with email invite only to an online stream and live give aways from our celebrity influencer Matilda Djerf

SOCIAL MEDIA REELS AND IGTV

Ner-A-Porter covers all social media platforms including Linkedin which targets all ages from 18 to 55, so we will post content related to the new brand's launch and also include videos on how and where our clothes are made so customers can get an insight on how sustainable all brands picked are.

Ner-A-Porter has a large presence on IGTV and Instagram reels, so with the new brands launching for Net-Sustain you can find out where your clothes really come from with videos from the production team showing you how and who made your clothes.