Net A Porter Window Shopping
To celebrate the launch of ‘Karl’ by Karl Lagerfeld, a range available exclusively at Net-a-Porter, the online fashion giant produced a real window shopping experience. Fashionistas are invited to come to shop fronts in Paris, New York, London, Munich and Sydney. There they can use the Net-A-Porter mobile app to scan, inspect and buy the hottest items.
The film below documents the premiere of this idea in September 2011 at Fashion’s Night Out in London and New York.
Launching the new range ‘Karl, sees the concept rolled out globally, including a chance to spot Karl within the app and win £1,000 credit.
Even though an online brand, Net-A-Porter definitely has the allure and loyalty required to make a throng of well-dressed women stand in front of a shop window and hold up their iPads and iPhones.
You get a nice sense of what’s to come in terms of brick-and-mortar shops merging with the online world.
In addition to the above, Net-A-Porter also just launched a teaser for Karl cheekily going 1-on-1, literally interviewing himself. As a fellow German I had to chuckle quite a bit about this messiah-like production.