YNAP sees strong Cyber Weekend as luxe shoppers treat themselves
today Nov 28, 2018
Yoox-Net-A-Porter said its Cyber Weekend lived up to its predictions with a strong rise in demand for “fine jewellery and watches, partywear and exclusive items as luxury customers kicked-off the festive season by treating themselves to something special.”
In fact, across all the group’s sites, exclusive capsules “performed particularly well, reflecting the increasing desire among luxury customers for items that are not widely available.”
The company was extra busy, processing an order ever 0.7 seconds on Black Friday and said that in ‘hard luxury’ - an area that Net-A-Porter is still relatively new to - the highest priced item sold on the in-season luxury site was a diamond necklace for £54,000/€61,000. That’s a record for the group for a single item sold over Cyber Weekend.
Partywear was a top seller with popular items including “crystal-embellished gowns and dresses from exclusive capsules only available on the site.” And while Net-A-Porter could be expected to attract heavy spenders, the group’s outlet stores saw high spending on individual items too.
The Yoox website sold a £9,000/€10,000 evening dress on Cyber Monday while The Outnet sold two dresses at £3,000 each.
And it’s interesting that it wasn’t only well known brands that were in demand as Yoox’s still-new own-label collection that features designs generated by artificial intelligence “performed particularly well with over 3,500 pieces sold.”
On the full-price Mr Porter menswear site, coats and jackets were particularly popular with the site selling a peacoat for £6,500/€7,300 and a bomber jacket for £5,900/€6,600.
The company also said that its apps “performed especially well.” Downloads of the Mr Porter app rose more than 40% during the long weekend. Yoox also saw 100,000 new downloads of its app.
The different websites also scored strongly on social media with the company saying that The Outnet’s Instagram Stories “generated a notable uplift in sales.”
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