Yoox Net-A-Porter sees surge in Cyber Monday mobile orders
Mobile orders surged across Yoox Net-A-Porter’s websites during Cyber Weekend with the company saying they accounted for two-thirds of all sales on Sunday. That was after total orders had peaked at more one per second on Black Friday.
The company also said that its customers embraced fine jewellery and watches as a trend for self-gifting in hard luxury took hold.
The company had earlier unveiled a raft of marketing and product initiatives to support the kick-off to festive shopping with large discounts (up to 50%) on its two high-end outlet sites Yoox and Outnet, and more luxury-focused special events on its luxury Mr Porter and Net-A-Porter sites. This included a focus on reaching the firm’s highest-spending customers globally.
The combination of discounts and ultra-luxury targeting seemed to with the company saying reporting brisk business for the four-day weekend period.
And it said that the weekend also saw a surge in customers making their first order via the group’s apps, with the Yoox iOS app trending in Italy and ranked number one in the “Shop until you Drop” section of the App store.
Meanwhile, back with ‘hard luxury’, YNAP said that the highest priced item sold on Net-A-Porter was a diamond bracelet for £38,000. Earrings sold particularly well over the weekend too, including a single diamond ear cuff, priced at £20,000.
Hard luxury performed “very well” in the US, boosted by the launch of new fine jewellery collections. “Female customers focused their attentions on the upcoming party season, with sales of eveningwear - one of the fastest growing categories - continuing to rise, including two gowns sold at £9,000 apiece,” YNAP said.
For the menswear site Mr Porter, popular items included leather jackets, winter coats and blazers, with tuxedos selling particularly well in the US. Fine watches also performed very well, driven by recent brand launches, including TAG Heuer, Piaget and Jaeger-LeCoultre.
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