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Fashion innovator Net-a-Porter tries on the latest T-commerce sales techniques

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Net-a-Porter, the online luxury fashion retailer, has launched Net-a-Porter TV on its website with the functionality to click-through and buy while watching fashion programming unique to Net-a-Porter. Adjacent to the videos, a stream of relevant new product appears on the screen available for purchase in a few clicks. It will also launch, in the US, on Google TV-enabled devices on which visitors can buy through their TV, and the retailer will follow up with a global launch of this later this year. The aim is to drive sales and generate a loyal global following through the latest web-enabled TVs, being an early adopter of T-commerce click-through-to-buy techniques.

Net-a-Porter TV is available on multiple platforms including all mobile devices and the iPad. In a fashion first, the service will also be available through TVs, first in the US and with a global launch to follow on Google TV-enabled Sony TVs and Blu-ray Players as well as the Logitech Revue set-top box. The bespoke full-screen interface allows users to enjoy new levels of interactivity, view product details and buy direct through their TVs. “With content designed to be enjoyed on one's TV, users can easily search for specific videos to view on demand, or they have the option to watch each channel's content in sequence,” said a spokeswoman.

Alison Loehnis, VP of sales and marketing at Net-a-Porter, said: "We have taken our original concept of a shop-able magazine one step further with the addition of shop-able TV. Innovation and technology are two cornerstones of Net-a-Porter and it is incredibly exciting to be at the fore-front of this entirely new customer experience. "

The new feature allows visitors to shop for designer clothes as they browse video content unique to the etailer. In a bid to entertain and engage customers, tapping into the social side of online shopping, viewers can share, ‘like’, embed and comment on the videos. “This will result in the most highly engaging and interactive watching and shopping experience to be had online,” said the spokeswoman.

Net-a-Porter TV will boast four channels and content will include fashion shoots , catwalk shows, designer interviews, and trend reports. Key products will be flagged up for purchase through the click-through function. The TV station can be viewed online, on mobile devices and on the iPad. It will also launch in the US on Google TV-enabled devices on which visitors can buy through their TV. Net-a-Porter has teamed with luxury jeweller Tiffany to help fund the project as launch sponsor.

NET-A-PORTER has utilized technology from Brightcove, the online video platform, to ensure a fully interactive, user-friendly experience. For a demonstration go direct to www.net-a-porter.com/tv or click on the following URL for a demonstration, www.net-a-porter.com/Content/netaportertv.

To celebrate the launch, Net-a-Porter will run a competition on Facebook for a £2,000 shopping spree. Over the course of three days, Facebook fans will be given a daily clue with answers to be found on Net-a-Porter TV.
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