Net-a-Porter to launch shoppable social media mobile app

Luxury fashion e-tailer Net-a-Porter will launch a new mobile application on May 13 on an invite-only basis for iPhone, iPad and Apple Watch – calling it completely shoppable social network – to enable customers to socialise online in addition to purc hasing products.

The app will have built-in visual recognition technology that customers can use to upload photos of clothes. It will then match these with styles that can be bought on the e-tailer’s platform.

While users will be able to share their favourite styles and inspirations with other consumers, designers, brands and style leaders, every brand that is sold on the e-tailer’s platform will have a portal, through which consumers can shop and engage with the brand.

“Digital innovation doesn’t stand still and neither do we. We are incredibly excited to launch the world’s first luxury shoppable mobile social network where fashionable digital women all over the world can connect and enjoy a unique and seamless shopping experience across all devices,” says Natalie Massenet, founder and executive chairman of the Net-a-Porter Group.

“It all began as a secret start-up project within the Net-a-Porter Group with the goal to re-imagine Net-a-Porter for the mobile and social world we now live in. This is the first time we have re-defined the shopping experience with the consumer as curator,” adds Sarah Watson, vice-president of the Net Set, the new social shopping network.