Yomego Blog The Net Set: Using social media to sell luxury fashion

Labelled as the, " social networking site for keen shoppers " The Net Set has managed to combine two of my favourite things; online (window) shopping and style. The platform was launched in May 2015 by Natalie Massenet, the founder of luxury e-commerce site Net-a-Porter, and is currently invite-only , despite the launch running with the hashtag #youCANsitwithus. It has already gained huge popularity and has a fan base, which any self-respecting Fashionista would recognize, ranging from models of the moment to respected industry style Goddesses. The site has been designed as the, " world's first shoppable social network " and allows users to share their personal style as well as interact with other users, industry style leaders, designers and brands. Like everything else that Net-a-Porter has put out into the social media and digital landscape, the app has been designed with their target market in mind and stands out from other social platforms frequented by fashionable users such as Twitter and Instagram. The language used is fashion-friendly with users connecting with Admirers, rather than Followers, and sharing Loves instead of Likes. Users can also post imagery, and draw inspiration, by joining a Style Tribe, so you'll find a community that's just right for you whether your style is more 'Everyday Simplicity' or 'Borrowed from the Boys'. The app is packed with nifty technology too, before you put it down as a more pretentious (or chic, if you're a fan...) version of Pinterest. Massenet isn't afraid to be creative and innovative with her company's digital communications, "Digital innovation doesn't stand still and neither do we", and it shows on The Net Set. If you spot something you Love you can shop directly from the app, signing in with your Net-a-Porter account details which holds your payment information securely. Brands who already sell on the e-commerce site have their own portals on the app where customers can connect with the products their favourite brands are selling. The app also features visual recognition technology allowing users to find the exact style, or something very similar, to the item in the image. Even if it's just a texture or a colour! Ever the sceptic, I had a shot at uploading a picture of some vibrantly decorated cakes and flowers and was pleasantly surprised. I was sent instant style ideas that not only matched the colours, but also matched my style thanks to my Style Tribe selections! Also, rather handy feature; they save your style ideas...just in case you want to pop back later to purchase. As well as the purchase functions and the smart technology the thinkers behind the app want to connect with their audience. That's where the Style Council come in, an 'elite group comprising the most stylish and influential style icons in the world', made up of key bloggers and familiar celebrity faces who are socially switched on. The Style Council act as unofficial app ambassadors, sharing their favourite styles and items with their Admirers and influencing people's purchase behaviour. Overall, The Net Set has received praise from industry big hitters and there are learnings to be had for retail brands, particularly luxury brands, could learn from the app. My top 3 picks? Know your audience ; the beauty of the app is that they KNOW their target. This is designed for ladies, and gents, who (sorry for the cliché) have a passion for fashion. The language used is appealing to them and the look and feel of the app is polished and integrates solidly with the exclusive, luxurious feel that the e-commerce site has. Don't be afraid of technology ; the software used in the app is innovative but that makes the platform stand out from other offerings used by Fashionistas. B e true to your brand ; Social media can work well for luxury brands if they know their audience and stick to their brand image. Other high-end brands such as Burberry and Anthropologie, who I've talked about before , are killing it on social because they know who they're speaking to and the content they release fits into their overall digital communications seamlessly. My personal verdict? It's the latest fashion must-have. Now where did I put my iPhone? Time for a little sociable window shopping... By Amy Questiaux , Senior Account Manager, @AQ_Fashionista @yomegosocial