YNAP expands Net Sustain with post-purchase solutions

Italian luxury e-retailer Yoox Net-A-Porter (YNAP) has expanded its Net Sustain edit of consciously crafted fashion and beauty products and introduced a dynamic shopping experience to make sustainable products more visible and easier to navigate. It has launched post-purchase solutions such as Digital ID technology, designed to shift consumer mindsets and encourage informed choices.

The extension of Net Sustain marks a new step in a long-term commitment to creating opportunities that contribute to a more circular and sustainable fashion system, in line with Yoox Net-A-Porter Group’s 2030 sustainability strategy, Infinity, the company said in a media release.

The number of brands within the Net Sustain edit has steadily increased by nearly 500 per cent since launch, rising from 26 in 2019 to 153 as of July 2021. As part of Net Sustain’s continued expansion, this season Net-A-Porter has introduced new fashion brands that keep sustainability at the heart of their collections, including Caes, Sindiso Khumalo, Deiji Studios, Joslin, Abysse, Ioannes and Rivet Utility.

In order to be eligible for inclusion within the Net Sustain edit, every brand must go through a detailed assessment, which takes into account human, animal and environmental welfare.

The company has also introduced Net Sustain’s ninth attribute, ‘Designed for Circularity’, which champions brands that help facilitate a shift in behaviour away from throwaway culture by focusing on solutions that promote product longevity.

Net-A-Porter is also expanding its work in sustainability more broadly by piloting Digital ID, an enabler of post-purchase services. In partnership with EON, leading CircularID Protocol items are embedded with a unique ID that records the item’s history as it moves across the life cycle, from provenance and design to resale and recycle – bringing transparency and intelligence to the industry. Customers can scan their item to access initial content and services, providing them with inspiration on ways to style the item, as well as care instructions on how they can treasure it for years to come.

From August, this pilot programme is being rolled out across selected Porte & Paire shoes, which are available in the Net Sustain edit, with prices starting from £215.

To promote product longevity and provide customers with recommendations of post-purchase solutions, Net-A-Porter is also offering customers access to regional Care & Repair partners that can provide services such as wet-cleaning using responsible techniques, clothing alterations, tailoring, as well as restoration and repairs.

In order to help customers make more conscious choices and reduce their carbon footprint while shopping, they will now receive information on how they can choose more sustainable options at checkout too, which will help them to consider the impact of their orders.