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Net-a-porter on Keeping Exclusive Capsules Actually Exclusive

CAPSULE CRAZY–Another day, another “exclusive” capsule collection. If that adjective fails to excite any longer, you’d be joining a growing set of voices in that view.
Conscious of consumer fatigue and a saturation point for limited edition products, Net-a-porter is trying to reinvent the future of an exclusive capsule.
Calling it “a work in progress”, Elizabeth von der Goltz, global buying director for Net-a-porter said, “We’ve done them for such a long time. All of them almost have to be brands–we can’t say we don’t [let them]–but we like to be the only retailer you’re doing an exclusive collection for the year.”
She continued: “We’re seeing so much out there it’s getting a bit noisy to keep it really special. Every design needs to be unique and different. It’s not just a coloration, it [needs to be] different from the past seasons,” she said.
Since von der Goltz joined Net-a-porter, collaboration highlights include the debut of a Balenciaga collection, the Fendi logo project and securing a role as Kith’s exclusive online retail partner for women’s.
“There’s so much competition than when [Net-a-porter] started,” von der Goltz said. “The number one focus is to offer the best curation, the best edit, and in the markets that we’re strong,

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Via:: http://wwd.com/fashion-news/fashion-scoops/netaporter-buying-director-elizabeth-von-der-goltz-1202693374/