Net-a-Porter’s corporate background

It is part of the Richemont Group, the world's second largest luxury goods company. Including Cartier, Piaget, Montblanc, Lancel, Dunhill, etc. are all brothers of the same group.

The inspiration for the website came directly from Massenet’s work experience at a fashion magazine. She proposed to turn the e-commerce display into a magazine. Net-a-Porter launches its own e-magazine every week. Each issue of the magazine focuses on a theme and produces fashion blockbusters, beautiful models, fashionable matching, exquisite photography, concise text introductions of new products, and even behind-the-scenes shooting of the blockbuster. Or a video of a show. But when your mouse stays on a piece of clothing worn by the model, a pop-up dialog box will tell you the brand of the item, and then a link to the purchase page.

Every other content is also operated according to magazine standards. Editors try on every piece of clothing sold on the website to ensure that they can give accurate descriptions of clothing size, texture, comfort, etc. They also It will provide consumers with the main popular elements of the season and carefully selected fashion matching solutions for various occasions such as cocktail parties, weddings, vacations, and business meetings.

Friends and family became Massenet's first clients, which gradually expanded to three main groups: media executives, financiers and independently wealthy housewives. After two years of operation, Swiss luxury goods giant Richemont Group invested in Net-a-Porter, holding 28% of its shares. In 2004, this virtual store was even voted "Best Store in Britain" by the British Fashion Council. But at this time, Net-a-Porter could only be regarded as growing gradually. It was not until 2005 that it began to make profits.