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The first time we heard about Net-a-Porter we were asked to create/launch an online shop for a fashion brand that didn’t exist.
We discussed this with Megan Quinn (one of the founders) over a burger. ‘We can create a digital Nike Town shopping experience, where your customers are empowered to breathe the brand at every touch-point or we can create a C&A shopping experience without any brand values’.
Our strategy was to create a destination where visitors could interact with fashion designers and get inspiration from the source. The site could have a magazine format with the shop at the core, but also include style updates, interviews, videos, trends and catwalk tips’.
Our next task was to create the brand values and tone of voice needed to define the user journey, the user interface and brand experience to work across all media. Our belief is that these are joined at the hip, and Net-a-Porter’s decision to keep the website unchanged through time is a testament to the timeless and usable design that we created, which finally received a Webby Honoree award in 2011.
As we got on with the job, we were creating a major global brand regarded as the UK’s most successful fashion e-tailer, one of the world’s top 50 websites (by Time Magazine), and an investors’ dream that went from £800k initial investment to a valuation of £1.2Bn (118,750% ROI on final valuation).
