Fashion is not just about what we wear - it’s about how we experience it. Luxury retailers are redefining the way they engage with customers, and one of the leaders in this space, Net-a-Porter, has set the standard for video commerce and live shopping, demonstrating how brands can create compelling, conversion-driven content.
Here are some of their strategies for success.
How live shopping platforms create new stars
Net-a-Porter has taken a different approach to hosting and connecting with their audience. Instead of relying on influencers to front their video commerce efforts, they prioritize internal talent and key opinion leaders. The reason? Authenticity.
Net-a-Porter has massive amounts of internal talent, from stylists, to buyers, and product experts, who not only know the products inside out but also bring a level of credibility that external influencers often cannot replicate. Customers respond to genuine knowledge and enthusiasm, making this strategy a game-changer in building trust and ultimately driving sales.
How to adapt video commerce content for maximum engagement
One of the biggest learnings from Net-a-Porter’s video commerce strategy is the importance of fluidity. Content creation today cannot be rigid; it must evolve with consumer behavior, market trends, and platform innovations. A flexible mindset allows for Net-a-Porter to test, iterate, and refine their approach in real-time, ensuring that video content remains fresh, engaging, and relevant. Whether it’s adapting to new social media formats or responding to live customer feedback, agility is key to success.
Why evergreen content is key within shoppable video
Another key takeaway is the power of an evergreen approach to content. While trending videos can drive short-term engagement, Net-a-Porter has learned that content with long-term value is far more sustainable. Educational styling videos, expert product insights, and timeless fashion guidance continue to deliver value well beyond their initial launch. This not only extends the lifespan of content but also maximizes the return on investment in video production.
Video commerce’s impact on returns
Live shopping isn’t just a trend - it’s a business tool. Beyond increasing engagement and conversion rates, it has a measurable impact on return rates. When customers see a product in motion, worn by real people, and explained in detail, they make more informed purchasing decisions. Net-a-Porter has found that this leads to fewer returns, as shoppers have a clearer understanding of fit, fabric, and styling before they buy. This benefits both the retailer and the consumer, making live shopping a strategic investment in customer satisfaction and operational optimization.
The ultimate competitive advantage: Knowing your customer
Net-a-Porter’s ability to tailor content to the needs, preferences, and behaviors of their audience is what makes their approach so effective. Video commerce isn’t just about showcasing products - it’s about curating experiences that resonate with the right people at the right time and with how they shop.
A culture of innovation
Net-a-Porter’s success stems from a willingness to experiment with new formats, technologies, and storytelling techniques. Their teams continuously explore emerging platforms and consumer behaviors to ensure they remain at the forefront of digital retail. In an industry where trends shift rapidly, maintaining an innovation-first mindset enables brands to adapt and thrive.
Do you want to know more about Net-a-Porter’s video commerce strategy? Watch our episode of The Forecast featuring Fashion Director, Kay Barron, here.
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