Net-A-Porter —


Branding — Art Direction — Digital Publishing — E-Commerce

Client — Net-A-Porter

Role — ACD

Role — Code & Theory


When Net-A-Porter launched in 2000, it was a turning point in digital luxury experiences. It brought a whole new meaning to luxury delivery and digital service. But by 2016, the market was in flux; with imitators crowding market share and fashion brands rapidly expanding their own digital capabilities.

Net-A-Porter had strong capabilities in their editorial offer of The Edit and Porter magazine. Whilst readers of this content were some of Net-A-Porter’s most valuable customers - there was potential to increase conversion by optimising access to this inspirational content for a wider customer base.

Clothes and shopping plays an intimate role in the lives of women world-wide and Net-A-Porter aims to help women of the world look and feel their finest for every occasion. Net-A-Porter’s editorial content has a unique role in guiding women in their style decisions. Our goal was to make this a daily source of inspiration and education.

For a period of 8 weeks, Code and Theory was deployed within the Net-A-Porter world to derive a future-thinking content-x-commerce experience. Collaborating across business units, our strategy put customer data at the fore to create a seamless experience across each touchpoint and channel. Our future-proofed road-map will serve a contextual and truly personalised experience to digitally native luxury shoppers in years to come.

The goal

We are looking to create the most luxurious & surprising commerce meets publishing digital experience ever.

The Background

The pre-eminent e-commerce brand came to Code and Theory to devise the ultimate content-meets-commerce experience that would capture the attention of the next generation of shoppers.

The Insight

Deep-diving to understand motivations of the next generation of customers allowed us to place content where it mattered most in the purchase journey.

The Solution

Contextual and personalized to become a girls best friend.