Let’s Get Dressed For School

Tuesday’s merger between Net-a-Porter and Yoox, which will create the largest and most powerful luxury e‑commerce group.

    Port­land Shirt Dress — $88
    Cali Welt­ed Sole in Antilop — $322
    Grown Alchemist Facial Kit — $59

Here’s how Citibank described the com­bined enti­ty in a note: “No oth­er play­ers match Yoox/NAP’s breadth of sourc­ing, client base, geo­graph­ic reach, tech­no­log­i­cal know-how, logis­tics effi­cien­cy and lux­u­ry exper­tise and relationships.”

Yes, pre­sum­ably that means you, Amazon.

On the plus side, the com­bi­na­tion of the two, which will be most appar­ent in their back-office oper­a­tions, may lead to much bet­ter, faster deliv­ery glob­al­ly, more fun con­tent on both sites (the Yoox chief exec­u­tive, Fed­eri­co Mar­che­t­ti, calls the brand an “enter-tail­er” — i.e., an enter­tain­ing e‑tailer — while Net is more edi­to­r­i­al in nature) and more per­son­al­ly tai­lored interaction.

The lat­ter being, for me, the one eye­brow-rais­ing bit of this mar­riage of equals.

After all, just think about the cus­tomer infor­ma­tion now avail­able to the group, which between the main sites (yoox.com and netaporter.com) and their ful­ly owned brethren (theoutnet.com, mrporter.com, shoescribe.com and thecorner.com) will have a giant foothold in beau­ty, men’s wear, women’s wear, sale shop­ping and shoe shopping.

1 Kommentar
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