YNAP's luxury full-price sites to launch shoppable Instagram posts

By

Sandra Halliday

Published
May 15, 2019

Yoox Net-A-Porter chief Federico Marchetti has made some bold predictions for the future of fashion and also flagged one tech-based move that’s happening soon. 

Speaking at the World Retail Congress this week, he said that in the future, luxury customers might be prepared to pay more to know that their products were made by people rather than robots. And he said a “made by humans” label could have as much appeal as “British made” or “Swiss made”.

He said success for luxury labels means getting the balance right between what humans can do and what can be achieved by machines.

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YNAP is undeniably a tech-based business given that it’s digital-first, and recent innovations such as 3D avatars on the Yoox site mean that tech remains key for the firm, although physical-space VIP services at e-tail sites such as Net-A-Porter show how important the human touch is to luxury.

But despite the importance of humans, tech advances are what we’ll see most of in the short term and Marchetti also trailed a new feature for Net-A-Porter and Mr Porter with its customers soon being able to buy products directly from within its different Instagram accounts.

The feature will be added by next week, he said, as the company works to make shopping seamless and faster. Instagram had said when it first launched the service that it would add new brands to it in the months ahead and these two are high-profile additions.

Marchetti added that this will help it in the mobile space with more than half of its revenues coming via mobile. 

He also said that future developments could see much greater personalisation with individual customers seeing a site completely tailored to their shopping and lifestyle interests.