Tell You How To Quickly Do A Fashion Sports Business.

Aiming at rapid growth

Net-A-Porter, the world's largest fashion and luxury business operator, launched the July 2014 fitness apparel section "Net-A-Sporter", the flagship of the "sports fitness two fitness" sports products.

At that time, the plate had only 6 months to form, and no additional budget was available.

Heather Kaminetsky, vice president of Net-A-Porter group, USA, recently talked to a newspaper about the on-line process of the plate.

In a bleak fashion market, sport is the only bright spot.

The former luxury editor, Natalie Massenet, founded the luxury electronics business in 2000.

You can buy Cocktail Dresses, coats and handbags from Valentino, Alexander McQueen, Isabel Marant, Chlo e, Marc Jacobs on the website.

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The sports products that could be bought before were very limited. Only T by Alexander Wang, The Elder Statesman, and Adidas and Stella McCartney combined sports tights, sports bra and so on.

These original exercise and fitness products are often only small desserts in the designer's series.

But with the popularity of sportswear, the electricity supplier decided to introduce more professional brands.

Kaminetsky said: "We surveyed customers and distributed questionnaires every week, and the feedback data showed that attention to fitness related products continued to rise. This is the area we should enter."

In fact, the rise of sportswear is supported by actual data.

A report released in March by NPD, a US market research firm, showed that more sportswear was sold around the world in 2014.

The expenditure on women's sportswear increased by 8% over the past year.

Mainly because there are many choices in product classification, such as sports underwear, golf Jersey and sports tights.

Traditional sports retailers are talking to you about sports, but fashion.

We should talk about life style.

The detailed classification of consumers' massive bleeding seems to be a profit point, but for Net-A-Porter, it is a big challenge.

Kaminetsky says it is not simple to provide consumers with suitable local sports and activities for different climates in the world.

The website currently has 16 sports brands, including skiing and skiing (that is, clothes that can be dressed directly after sports), golf, yoga, dance, sailing, tennis and so on.

"Every week our team will hear about new sports. I don't even know how many sports there are in the world.

But we must abide by the principle of priority, and it is impossible to put all sports clothes that everyone needs.

She said.

After investigating 4000 female consumers, the group found that websites should not emphasize sports performance too much and find their way of narration.

Kaminetsky said: "in our description of products, the ratio of lifestyle to technology is 6:4."

People just want to look like sports, not really sports.

Although people have recently regarded fitness as a fashionable lifestyle, most lazy people just want to give support from costumes, so the clothing industry has come up with a category called "sports leisure" (athleisure).

More and more Americans are wearing sneakers in conference rooms, and some are wearing bras to brunch. "

"Clothing" has become a bright spot in a weak market.

According to Barclays analysts in the United Kingdom, by 2020, the American sporting goods market will grow by nearly 50%, and its market value will exceed 100 billion dollars.

This is mainly driven by consumers who have never been to the gym wearing elastic T-shirts and tights.

Net-A-Porter, which sniffed business opportunities, quickly built up sports and fitness categories in 6 months. Without additional budget, the sports plates of New York, London and Hongkong version websites were also online.

Promotional promotional activities will be launched during international competitions such as the US Open.

With the successful testing of Net-A-Porter, the group's male version of Mr Porter also introduced sports category Mr Sport not long ago.

"We continue to focus on the increasingly competitive sports apparel market," Kaminetsky said.

Professional sports apparel brands including Under Armour and SoulCycle are expanding their respective product lines, and luxury shoes such as Chanel and Dior also introduce sports shoes.

Adidas increased horsepower and grabbed the market through cooperation with the fashion industry. In October last year, the brand and the London designer Mary Katrantzou were sold on the shelves. Even pop singer Pharrell Williams was also included in the Adidas's cooperation list, and together with the launch of the 50 color Adidas Originals Super Color series sneakers.

When asked about the next step of the Net-A-Porter group, Kaminetsky said the focus would still fall.

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