Net-a-Porter turns 13 in 2013

Net-a-Porter, the popular online luxury fashion retailer now owned by Richemont, becomes a teenaged business in 2013, a year of new initiatives.

• Becoming a print publisher: 'It isn't a secret that Net-a-Porter will be publishing a major fashion magazine within the next 12 months or so', says CEO Mark Sebba.
• Expanding to Hong Kong and Asia, with a few adjustments: 'There are nuances in terms of body sizes in different markets. But beyond that we believe there's a certain segment of clients who are global', says Net-a-Porter's Holli Rogers. 
• Featuring exclusive collections by brands such as Lover (which is based in Australia).
• Doing even more to reward each EIP (extremely important person), loyal and high-spending customers who enjoy special privileges such as personal shoppers, priority ordering and more.
• Apps, microsites and other tech-driven tactics to help its customers find and buy the fashion they want, when they want it.

Net-a-Porter is an e-commerce expert and a power in fashion retailing. Print publishing is an entirely different business, however, presenting different marketing challenges. It will be an interesting year ahead for Net-a-Porter!

What's next for Net-a-porter?

Net-a-porter, which celebrates its 10th anniversary next month, is such a retailing sensation that the luxury products company Richemont bought it last month. Richemont had, in fact, held a minority stake in Net-a-porter but decided it wanted more.

The upmarket retailer, which sells clothing and accessories, has a sterling reputation for up-to-the-minute styles and top-quality customer service. When it features a product, affluent fashion fans click to buy. For example, the popularity of Judith Leiber's sparkly evening purses soared once Net-a-porter offered them for sale.

Because Net-a-porter is so successful, Richemont stands to gain from its experience in e-marketing luxury items. The key is service. Net-a-porter will deliver to London or New York City customers on a same-day basis. Its elegant packaging has special cachet to customers and reinforces the brand's exclusive image.

Marketing online brings its own challenges and opportunities. Net-a-porter understands how to use Twitter, Facebook, YouTube and other social media to build buzz and generate sales. (Note how the black backgrounds on Twitter and YouTube echo Net-a-porter's sleek black packaging.) What's next for Net-a-porter?