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Net-A-Porter brings Karl Lagerfield to Sydney in window shop

Window shopping used to be harmless, but Net-A-Porter has changed that.

Lagerfield light

In addition to completing a collection for Chanel, Karl Lagerfield has created an affordable line of 70 pieces which will initially be sold on Net-A-Porter before being released into stores.

In the window

Net-A-Porter launched the line with pop-up events in cities around the world including Paris, New York, London, Munich and Sydney (Bondi).

Augmented reality

Using the Net-A-Porter app, users could aim their devices at images, which would trigger a video and product information to be displayed on the app, in a similar way to how Net-A-Porter's Fashions Big Night Out windows worked. Users could also purchase products through the app.

Promotion

The pop up was promoted through fashion magazines and blogs. Net-A-Porter promoted the events on their website, Twitter and Facebook. A picture from the event Lagerfield attended was posted to Net-A-Porter’s Editor’s Photo Diary (tumblr).

Australians recognised as leading online shoppers

Net-A-Porter’s Managing Director said Australia was chosen as a location for the pop-up window due to Australians' high adoption of online shopping.

More Australians visiting Net-A-Porter, for longer

According to Experian Hitwise, Traffic to Net-A-Porter peaked in August 2011, and rose again in December 2011.

Significantly, the length of time users stayed on the Net-A-Porter site rose dramatically in December 2011, from around 6 minutes 52 seconds to around 8 minutes per visit, indicating that shoppers are browsing for longer.

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SMK Editor

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