How Net-a-Porter Plans to Close the Gap of Impulsivity


With Net-a-Porter, founder Natalie Massenet set out to close the gap between fashion content and commerce. So in 2014, it launched Porter magazine in print and iPad app, with long-form articles and 7,500 products that could be bought through the iPad app or by scanning the print edition with a smartphone.

Now, with mobile commerce sales on the rise (40 percent of Net-a-Porter’s purchases are on mobile), Porter is launching its first iPhone app.

Porter is equally ad- and subscription-supported. The app is free to download, but then users have to pay for the content, which is updated six times a year, in line with the print magazine. Each edition for the iPhone app will be 65 percent editorial and 35 percent advertising. The launch edition features a 33-page editorial supplement called “100 Incredible Women” sponsored by Elizabeth Arden. [Read More]