Tom Ford Entrusts His Baby To This E-Commerce Platform
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- June 23, 2015
Photo: WENN
Net-a-Porter’s success is reaching rarefied air, as the e-commerce site is having a powerful 2015. After getting back into the black, the brand posted a net profit of $2.9 million after taxes and $17.1 million before tax in the 12 months ending March 31. To mark the success, the e-commerce juggernaut is partnering with Tom Ford as the first online retailer of his men’s and women’s ready-to-wear collections.
Ford, 53, currently sells his collections in 110 of his own boutiques and brick-and-mortar department stores globally.
“Net-a-Porter is extremely strong in selling designer merchandise online and obviously Tom Ford ready-to-wear online, bags and shoes is a massive draw for our customer,” said Sarah Rutson, Net-a-Porter’s vice president of global buying. “We’ve got a proven track record of selling at this level, especially brands that either have very limited e-commerce themselves or no e-commerce.” She is not far off from her assessment of the company, as Net-a-Porter’s monthly unique visitors between all of its websites grew to 10.7 million.
Total customers also grew from 698,000 to 887,000 — a 27 percent increase. With mobile and tablet sales increased by 46 percent, that combined subset makes up 40 percent of the group’s overall sales. Despite the fact that Ford has his own e-commerce site, tom ford.com, Net-a-Porter is utilizing its big brand luxury partnerships to leverage awareness with its audience. “There’s been a broadening of the collection that Tom Ford is offering,” said Toby Bateman, the buying director of Mr. Porter. “There’s been a surprising element of sportswear in those collections. That evolution is something that again makes the timing right to work with a company like Mr. Porter. Not only will we be stocking the signature three-piece business suit and tuxedo program, but we’ll also be stocking really the strong denim program, too.”
Tom Ford items sold will be leather military jackets, patchwork maxi skirts, embroidered dresses and denim and suede pieces for the women. Shoes, accessories, cosmetics and fragrance collections will also be in stock. Formalwear, luxury casual wear and grooming collections will also be made available for the men. All courtesy of the Tom Ford Beauty fall 2015 runway look. “Brands are now absolutely in realization that, once upon a luxury, customers wanted to buy in-store. They wanted to touch and feel in their environment,” said Sarah Rutson. “It has nothing to do with whether it’s luxury or not. The customer today doesn’t have those ideologies. You don’t have to go to a mono brand boutique to purchase. They’re totally nuanced in buying online.”
Tom Ford’s ready-to-wear line and accoutrements will launch in July on Net-a-Porter and in September on Mr. Porter.
[via WWD, Fashionista]
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