LONDON – February 10, 2011 - Net-a-porter.com, the online luxury fashion retailer, announced the launch of Net-a-porter TV (www.net-a-porter.com/tv), a digital TV station housed on Net-a-porter.com that allows visitors to shop for their favorite designers as they browse video content unique to Net-a-porter.  

net-a-porter.com/tv

As viewers can share, like, embed and comment on all videos the experience propels the concept of “merchantainment”, a term coined by David Lauren referring to a mix of merchandising + entertainment, resulting in a more interactive experience whilst shopping online.


Net-a-porter TV will be available on smartphone devices and the iPad as well as on T-commerce platforms 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. Users will be able to browse through videos and make purchases directly on their TVs.

Alison Loehnis, Net-a-porter's VP of Sales and Marketing, says: "We have taken our original concept of a shop-able magazine one step further with the addition of shop-able TV.”

Comprising four channels for launch - Runway, Who's Who, Trends 101 and Flashbacks - Net-a-porter TV is composed of engaging fashion entertainment from the hottest runway shows, exclusive designer interviews, inspiring shoots and insider trend reports.  In addition to having a fully searchable archive of all Net-a-porter's exclusive video content, new features include interviews with Jonny Johansson, Swedish fashion house Acne’s dynamic Creative Director; New York celebrity and trend setter Olivia Palermo; and Vogue Japan Fashion Director and world-renowned fashion maverick, Anna Dello Russo. 
 
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 [email protected] and the winner will be picked at random.

by Christian Layolle