Net-a-Porter Introduces tCommerce TV - Catwalk Shopping Video and More

written by: Richard Kastelein

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The premium online retailer NET-A-PORTER launched it's own digital TV channel last week, where consumers can actually order anything shown in the videos. In addition, viewers can share, like, embed and comment on all videos, resulting in the most highly engaging and interactive watching and shopping experience to be had on-line.

The eTailer offers four channels on the site, each with a different focus: Runway is currently showing the walks for the 2011 season, from Alexander McQueen and Versace , to Who's Who which shows trendy designers or labels in interviews and behind-the-Scences stories. Trends 101, looks at the hottest looks and Flashbacks shows fashion classic and timeless look.

The videos contain links directly to the right of the video with a Shop-It feature, where you can click on to the currently shown outfits and get a closer look as well as order. Not only is NET-A-PORTER TV available on multiple platforms including all mobile devices and the iPad, NET-A-PORTER TV is the first fashion T-commerce experience available currently in the US with a global launch to follow on Google TV-enabled Sony TVs and Blu-ray Players as well as the Logitech Revue set-top box.

Alison Loehnis, NET-A-PORTER's VP of Sales and Marketing, said:

"We have taken our original concept of a shop-able magazine one step further with the addition of shop-able TV. Innovation and technology are two cornerstones of Net-a-porter and it is incredibly exciting to be at the fore-front of this entirely new customer experience. "

To celebrate the launch, NET-A-PORTER will run a competition on Facebook for a £2,000 shopping spree. Over the course of three days, Facebook fans will be given a daily clue with answers to be found on NET-A-PORTER TV. Those who have collected all of the answers must then email their responses to Facebook(at)net-a-porter(dot)com and the winner will be picked at random.

NET-A-PORTER's long standing advertising partner, Tiffany, will be the launch sponsor for this exciting new addition to the NET-A-PORTER portfolio.

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