I Want, Therefore I Click
As I’m clicking through Net-a-porter, my now #1 stop to dream and contemplate a purchase, has made me realize a couple of more reasons as to why this site is such a success.
Namely, it is a fashion magazine and online store rolled into one. Quite obvious I know, but a deeper contemplation made me realize that online stores in general do not necessarily have the written editorial to tout their new products in a magazine format. Think of reading Vogue and be able to buy exactly what they’re saying is the hottest item of the season on the spot, instead of dragging yourself to the store, hope the store actually carries the item, if not, special order, and go through all the hooplahs one might go through to get the item.
We’re a lazy generation. I admit that many of you probably enjoy the going through the entire “hunting” experience of getting what you want, but I think it’s becoming increasingly difficult to ignore our need for instant gratification.
Online stores like Saks, Neiman, Forever 21, Piperlime and Zappos display their array of products and merely announce new arrivals, not quite hyping them up like Net-a-porter does. It also helps that Net-a-porter suggests looks and combinations, and allows you to really zoom in and analyze in full detail parts of the garment since it isn’t possible to do so in person.
I’m not suggesting all stores should start posting online editorials – however, I wouldn’t find it too shabby as a strategy to get more people to buy the products, especially if the store is selling different brands. Holt Renfrew and Ogilvy could perhaps benefit of such a move, especially when Holts already establishes a relationship with their clients with their aggressive call-to-action weekly newsletter. If both stores could offer online shopping and free shipping delivery (for shoes to start), they could definitely boost sales in these harsh economic times. Shoppers tend to shift to online stores when the market is down, so it would only be natural to take advantage of the online medium to keep sales afloat.
With the right combination of marketing and savvy management of an online store and proper, relevant, editorial content, I think clothing stores should consider this as a Plan B.
Image Credit: Versace from Holt Renfrew