The influence of the Asian market on luxury fashion gets stronger seemingly every day. Yesterday, news broke that Hermes’ quarterly profits leapt nearly 25% based on the strength of leather goods sales in Asia – no small feat on top of the handbag giant’s already-soaring financials. Today, we’re pleased to announce that Net-a-Porter, one of our favorite online department stores, has launched a new homepage servicing the Asian Pacific market and Chinese-language customers. Previously, Net-a-Porter’s international site had serviced parts of Asia, but the new site expands that coverage and offers several new benefits to Asian customers.
The new site is available through Net-a-Porter.com and will geo-target automatically for customers located within the countries it services. Alternately, both location and language preferences are manually customizable for all customers, regardless of physical location, and Mandarin Chinese has been added to the site’s language options. The Asia Pacific site also features pricing specific to the market and a product selection almost identical to that of the North American site. According to a Net-a-Porter spokesperson, the site’s launch means that customers in the Asia Pacific market will enjoy faster, lower-cost delivery than they had experienced in the past, as well as the addition of a customer care team in their time zone.
With what often feels like exponential growth in the Asian market, the future of the luxury industry will likely be won, at least in part, by the businesses who are able to find ways to best serve Asian customers, who are generally a world away from and speaking a different language than a brand’s headquarters and corporate staff. With this local site launch, Net-a-Porter seems as though it intends to be one of those companies.
Countries and localities serviced by the new site include Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.