Best Way to Define Consumer Profile of Luxury Brand. Deep Insights.

1. Net - A - Porter
TEAM
CHETHANA MANJUNATH
MATTHIAS HOLCAPEK
SAKET TOSHNIWAL
ARSHAD WAHID

2. Question 1 – Consumer’s profile
Victoria (38 years old)
Sex :Female
Job: Senior executive at Apple
Annual Household income : £180,000
Annual spend on luxury fashion : £14,400
Marital Status: Married/living with a partner
Activities: Shopping, Travelling, Lead Company
Role
Interests: Job, Recreation, Reading Fashion
Magazine, Music, Technology
Opinions: Economics, Culture, Social Issues
Lifestyle : Urban, Professional, Luxury
Life motto: “Live Life Queen Size”
INSTRUMENTAL VALUES (core values/personal traits)
●ambitious
●independent
●competitive
●fashionable
TERMINAL VALUES (desirable state of existence)
●Freedom
●Excellence
●Self-challenge
●Inner-harmony
●Curiosity
Learning Through Observations and Conditional
Other Personality Traits
* Risk Aversion
* Innovation
* Self Eversion
*Emotional
* Multi-Cultural

3. Question 1 continued – Consumer profile (Net-A-Porter Watcher/ Seldom User)
Jenny (27 years old)
Sex : Female
Modelling and Part time Job at Loreal
Her Income : £60000
Annual Household income : £170,000 * (Her Father
is rich)
Annual spend on luxury fashion : £5,900
Marital Status: Unmarried / Open relationship
Activities: going to the gym, online shopping, travel,
party going, modelling
Interests: music, dancing, relationships, modelling,
trying new clothes
Opinions: Fashion, Culture, Lifestyle
Lifestyle : Urban, Luxury, Young-Adult
Life motto: “Variety is the spice of Life!”
INSTRUMENTAL VALUES (core values/personal
traits)
●creative/artistic
●imaginative
●independence
TERMINAL VALUES (desirable state of
existence)
●freedom
●self-respect
●inner-harmony
●sociable
Learning Through Observations, Conditional and
Experimental
More Personality Traits
*Emotional
* Projection
* Extrovert
* Self Esteem
* Ambitious
* ‘Love The Show’ - ‘Love the Magic’

4. ● Net-a-Porter.com –An Online retailer specializing in luxury and exclusive
designer apparel and accessories.
● When the company launched 10 years ago, it faced positioning difficulties
as it was new to the world and change is generally not accepted well.
● But, there was continued growth due to a coherent strategy using extensive
product differentiation and market diversification.
● On the company side- It was very difficult to set up eretail company a
decade ago and hiring high end brands to sell products online.
● On the consumer side- The main focus was to create an online experience
that was just as indulgent as the process of buying a luxury goods in stores.
Company main focused on convince, choice and customer service to help
meet the needs of high end luxury buyer.
Question 2- Positioning on Net A Porter

5. ● The main focus while positioning the company was “time”, building the website
at desired time and being able to help customers to access a high end
department store unrestricted by geographical constraints.
● In this era, in order to consolidate its position and establish itself, not only as
the pioneer but also as an influential player , Net-A-Porter focuses on
customer retention and updated trends . Main aim of the company was to retain
customers and laterally expand into gaining new customers.
● Adding to relationship, they developed custom designed to suit customers
exact preferences.
What is in Fuuture for Net-a-Porte.
● In our opinion, with a strong coherent strategy in place that is already
addressing market divarication, new revenue sources and increase in demand
, the odds that Net-a-Porter will remain a big player in this market are high.
Positioning on Net A Porter - contd.

6. Question 3: Role of Reference Groups
Net-a-porter´s target group are
● females (women in relationship, wifes/mothers and singles)
● which are busy and mobil, highly fashion orientated with
● limited time capacity for shopping
The role of reference group:
woman in relationship wifes/mothers singles (female)
Influencer influenced by partner, peers & friends influenced by family, peers & friends pressure from peers, friends
Gatekeeper mainly close friends, but to certain extent also peers (shopping advices, discussions about fashion, etc)
User the woman herself the woman herself the woman herself
Decision maker the woman herself & BFF
-> wants also to appeal to her boyfriend
the woman herself & BFF
-> wants also to appeal to her spouse
the woman herself & BFF
-> wants to look good in front of
others
Purchaser mainly the woman herself the woman herself, in some cases the
spouse -> payed withfamily income
the woman herself

7. Question 4 : Net-a-porter and Social Media
● Advantages:
○ Two way conversations - Customers and Net-A-Porter
○ Real time feedback
○ Better targeting and targeting ads to newer audience(aspirational)
○ Re-targeting of ads
○ Increase brand loyalty through engagement
○ Gain deeper insight into the customer's mind
○ Relatively inexpensive form of advertising
●Disadvantages:
○ Difficult to see quantify financial returns
○ Negative word of mouth can cause severe damage to the brand
○ Luxury on Social media do not get sales, it only helps customer engagement

8. Q5- How net-a-porter overcame
consumers´s potential perceived risks
● Security of payment online: Security certificate and secured payment gateway
provided by Datacash Ltd.
●Quality of products: Only luxury goods are sold. So quality of the product can’t be
questioned
●Privacy: Client information will only be shared with third parties where they abide by
applicable data protection legislation. Consumer Privacy is taken seriously
●Delivery: The package is insured against theft and damages by Net A Porter
Source: https://www.net-a-porter.com/gb/en/Help/FrequentlyAskedQuestions

9. THANK YOU
CHETHNA MANJUNATH
MATTHIAS HOLCAPEK
SAKET TOSHNIWAL
ARSHAD WAHID
Created by Saket
CHETHANA MANJUNATH
MATTHIAS HOLCAPEK
SAKET TOSHNIWAL
ARSHAD WAHID