A Case study on Net-A-Porter.com

A Case study on Net-A-Porter.com
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Introduction and Background History
Sixteen years ago, the founder of Net-A-Porter Group, Natalie Massenet, picked up an "Are you an entrepreneur?" leaflet from a Barclays bank in London. She was certainly destined to be an entrepreneur. Before launching the Net-a-porter brand, she had plans for starting a chain of coffee shops, but business experts told her it wasn't worth it. Starbucks, in the subsequent months, came to hit the high street. "Natalie is so talented," says Christopher Bailey, chief creative officer of Burberry. "She has an incredible vision, which is proven in the way she has built her business online and been able to stay one step ahead of the competition. She's built a brand and a great team, and you can feel her incredible energy and personality in everything they do.'' (Wiseman, 2010)
The idea of Net-a-porter came about later when Massenet was trying to source products for a fashion shoot. She founded Net-a-Porter as a website in the form of a magazine in London. This business began from her home in Chelsea where Massenet and her husband raised a start-up capital of about £1.2million. She started the website at a time when shopping online was not trusted at all, but presently, e-commerce is the best place to do business efficiently. On the initial stages, the start-up was so low that the company's trademark black delivery boxes went to waste. This company has managed to establish itself as an excellent luxury brand with exquisite packaging and among the leading inefficient customer care. The Net-A-Porter.com website is presentable in a style of a fashion magazine, offering customers with guides of seasonal fashion trends.
Net-A-Porter Group is an online retailer of fashion apparel, designer clothing, and luxury-wear registered in New York. This company was founded in June 2000 by Natalie Massenet. She was born in 1965 to an American journalist turned film publicist Bob L. Rooney, in Los Angeles, California. Net-a-porter currently has 4.4 million users and with a global reach of over 170 countries. This company has become the world's premier online luxury fashion store, with sales of approximately £380m per annum, 2 million people as registered customers and over 2,600 of staff as by September 2013 in UK, U.S.A, and Hong Kong including fulfillment centers in some cities.
This company also created a discount fashion site, The Outnet and later, Natalie sold Net-a-Porter for an estimated £50 million, to Richemont; Swiss luxury goods holding company in 2010. She then remained as an executive chairperson and investor. Net-A-Porter also established an affiliate website, Mr. Porter, in 2011, for menswear. In 2014, it launched a print magazine, 'Porter', with an associated software application and digital version of the journal.
Millions of women view the editorial contents of this esteemed company on a monthly basis. Therefore, Net-a-Porter.com, as an expanding company with proper positioning in the market is fairly matured and prospective hence the basis of my case studies. This is because Net-A-Porter has played a significant role in revolutionizing and impacting on how people shop for...