July 9 see the launch of its latest baby, the cannily titled ‘Net-a-sporter’ dedicated to activewear – that’s everything the modern fitness enthusiast needs to look her best whether working up a sweat in the gym, or just walking the dog on the weekend.
“The initial idea for Net-a-sporter only came about six months ago,” Net-a-porter president Alison Loehnis told The Telegraph. “We already carry some great activewear brands, such as Adidas by Stella McCartney, Lucas Hugh and NIKE and we wanted to build on our offering and broaden our buy to create a dedicated category for sport.’
‘We did a lot of research with our customer base and discovered that there is an increasing desire for all things fitness-related and that women across the world are becoming more and more active.”
So what can customers expect to find filling the virtual rails when Net-a-sporter launches?
“A mixture of accessible and luxury sports brands. It was important to us from the beginning that the pieces themselves were not only performance-based but that they could also be incorporated into our customers’ personal style. We know that a lot of women are exercising and heading straight from their yoga or ballet class to breakfast with friends without changing. With this in mind, we have developed a category called ‘après sport’ designed for those who want to look incredibly stylish after their workout.” Read more..
