RE: UKNM: deja boo?

[Dee Edwards]

> part with teir money for really high-end fashion is almost

> impossibly hard

> to do when you haven't heard of them


Oh Ian, I agree with most of your other points.  But on subject of

Net-a-Porter, if you really haven't heard of most of its brands, you are

clearly not its target audience.  Nothing wrong with that and I promise I

won't hold it against you, but perhaps you should not use your personal

knowledge of brands as the core basis for accusing a company of showing

'fundamental flaws in selling on the web /creating useful lifestyle sites'.


Most of Net-a-Porter's brands highly desirable but often very hard to track

down.  It appears to have a clearly defined international customer segment

and is focusing on creating a well targeted offering.  In my opinion, this

is FAR better than trying to be all things to everyone which is where SO

many companies go wrong. Great customer service too, not only did they reply

to an e-mail promptly but as they didn't have something in my size, they

sourced it especially.


Lack of inertia and flexibility are a couple of the reasons dot coms were

initially hailed as having an edge over the typical offline retailer going

online.  Unfortunately as a consquence of trying to be all things to

everyone, most dot coms grow too quickly without the infrastructure a

traditional retailer has.  As a consequence, the customer experience falls

apart so they end up being nothing to anyone.


Dee

x



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