CASE 1.

1: NET-A-PORTER: DRESS
FOR SUCCESS
 THÀNH VIÊN
LÊ ĐÌNH TÀI
LƯU ĐỨC LỘC
PHẠM DOÃN HÒA
NGUYỄN ĐỨC THẠCH
THƯỢNG NGUYÊN KHÔI
Will a woman buy a $2,000 dress online without trying it
on?

Net-a-Porter (a UK
online retailer,
known as “the Net” )
 THE OPPORTUNITY
• Professional
women are very
busy
• Willing to do more
purchasing online.
 THE SOLUTION
• Experiences 750,000 downloads per
month on iPhones

• Has 630,000 followers on Google +

(February 2014)

• Arranged global distribution systems to

over 170 countries
 THE RESULT
45%
The Net’s total sales were up 14%
, versus a decrease for one of
its major competitors (Neiman Marcus; Web and paper catalog sales).

Richemont Corp. purchased a 93% stake in the business.

→ More Competitors (eBay, Amazon, Google…)

 QUESTIONS
1. Why would you buy (or not buy) from Net-a-Porter?
2. Watch the video “The Future of Shopping” (youtube.com/watch?v=_Te-NCAC3a4). How would you
integrate this development with Net-a-Porter?
3. List both the advantages and disadvantages of the Net’s physical stores?
4. It is said that the Net is playing a significant role in transforming how designers reach customers. Explain
why.
5. Read the benefits of EC to customers (Section 1.3). Which ones are most relevant here?
6. What EC capabilities are helping the Net and its designers?
7. Analyze the competition in the high-end fashion market.
8. What is the importance of globalization in this case?
9. Imitators are springing up on all sides. Even eBay and Amazon.com are expanding their fashion e-tailing
efforts. What strategy do you suggest for the Net?
THANK YOU