Net-A-Porter launches SS23 mood-enhancing campaign, details key trends
Luxury e-tailer Net-A-Porter has just unveiled its SS23 seasonal marketing campaign with a focus on “the new-season heroes that will elevate your look and your mood”.
It’s also inviting customers “to take inspiration from the incredible Women of #TheNetwork” who feature in it. They include writer and model Naomi Shimada, principal ballerina Francesca Hayward, writer and speaker Simran Randhawa and model and digital creator Mia Regan.
The exuberant campaign also comes as the company promotes key trends including Plain Luxury, Bold in Black, Best Undressed, Magpie Moments and Flower Power.
The selection of these trends is supported by data showing increases in searches during January and February for items relevant to them.
For instance, searches for brands that “embody the Plain Luxury mood” such as The Row, Bottega Veneta and Savette have increased by over 185%, 75%, and a massive 550%, respectively.
Customer searches for ‘black’ across all categories have also increased by 110%, which is no mean feat given that black was consistently its top performing colour on the site already.
And despite it not always being easy to wear, the e-tailer’s customers’ searches for ‘sheer’ have increased by 250%+.
Searches for floral styles across all ready-to-wear categories have more than doubled and Net-A-Porter has increased its buy of floral dresses significantly.
Meanwhile, Magpie Moments is actually a continuation from SS22’s Trophy Dressing trend and comes as customer searches for sequins are up 165%.
That’s an interesting development given that a wide variety of retailers reported sequin sales and searches understandably rising for the recent festive season — the first restriction-free season in several years. The fact that the trend is continuing now underlines the appeal of sequins for a wider variety of occasions and lifestyles than just the traditional party season.
Other highlights of the new season for the e-tailer include it selling the Maximilian Davis debut collection for SS23 at Ferragamo and carrying 17 styles from Loewe’s SS23 collection, across ready-to-wear, bags and shoes, exclusively online.
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