It doesn’t come with a price tag, but Net-a-Porter’s personalised shopping service is one of its most valuable assets when it comes to pleasing its top clients. Dana Koh reports.

You know the scenario: a highly anticipated collection finally goes live on Net-a-Porter.com, you click on an item that you want and eagerly wait for the page to load so you can drop it into your “shopping bag”… then you see the words, “sold out”. Chances are Paige Parker has already purchased it. She, or another of Net-a-Porter’s Extremely Important People (EIP) who get to preview and shop new collections before they are launched for the general online shopping public, that is. Paige says, “Often, pieces are sold out by the time they go live because the EIPs have already pre-ordered or bought them. I love having the option of seeing what is going live before it hits the website, as well as the great diversity of products available.”



While Lupe Puerta (pictured left) isn’t revealing the multiple factors that determine how someone is deemed an EIP, the global head of personal shopping and client relations says that they are “Net-a-Porter’s most loyal clients who receive an invitation-only personal shopping service.” They are also the first to know about new designers—there are over 350 brands in stock; exclusive collaborations and category launches such as beauty and Net-a-Sporter; and get special invitations to runway shows and designer events.

Paige (right), who has been shopping the site for as long as she can remember, is clearly one of the top shoppers in Singapore. “After reviewing my transactions online, I realise I shop on Net-a-Porter.com way too often! At least once or twice a month, if not much more. When I moved to Singapore from New York, I suppose I wanted brands and styles that were not available here, so I went online. My account shows the first purchase in October 2007, though I thought much sooner. I bought a Chloé beach tunic, Bottega Veneta mini dress, 3.1 Phillip Lim shift dress and Miu Miu flats. Then the ease, availability and diversity made it a clean, yet expensive addiction,” she admits.

Set to Impress: The set-up for Net-A-Porter’s cocktail in Singapore at Flutes at the National Museum.

On top of managing the schedules of her two bright daughters Happy and Bee who have everything from school to tennis and Spanish classes to theatre play rehearsals keeping them busy, Paige attends countless social events and workout sessions every week; so you can imagine the little time she has to shop, let alone mill about the boutiques. The modern, multitasking mother does enjoy store shopping from time to time but says, “We’ve reached a stage in our super developed lives where we expect personalisation and attention at the highest level.” This comes in the form of Net-a-Porter’s special shopping services, where each customer has their own dedicated personal shopper to ensure the experience is bespoke and tailored to their individual style affinities and needs.

Lupe explains, “Today, luxury is about being able to shop from the best selection of high fashion at your convenience. When it comes to wardrobe consultations, we focus very little on “fashion” as it is about the client’s lifestyle needs. We build a close relationship with our women—pulling together a collection for her to preview is often a two-way thing, as we will bring pieces we know she’ll love, but she’ll also suggest pieces she’s seen on the runway. We present products both in person and via e-mail—the approach is tailored to what works for her.”

When quizzed on the great lengths the luxury e-retailer goes for its clients, Paige recalls the time she wanted the Lanvin “Happy” necklace, which was sold out everywhere, but her personal shopper Ivy managed to somehow source it for her. “I was super impressed. When the Lanvin ‘Happy’ necklace landed, I had to have it. And when the boutique here couldn’t get it for me, Net-a-Porter was the only one that could.”

These personal shoppers have even driven across the US to deliver products, taken items to someone five minutes before they were due on stage, and flown from London to Hong Kong to hand-deliver a dress so that the client could receive it in the nick of time. This, on top of their same-day delivery options in New York, London and Hong Kong—it takes about one to five working days for the rest of the world—and ever-useful option of returns, free of charge. They also bring personal styling suites to clients around the world, like the one at the Audi Hamilton Island Race Week 2014 in Australia where, Lupe says, “We presented a fashion show featuring resort, fall and Net-a-Sporter products in a private styling suite for Hamilton Island guests at the multi-award winning Qualia resort.”

Lupe Puerta, Net-a-Porter’s global head of personal shopping and client relations, with models at its cocktail in Singapore.

Though this one-of-a-kind style suite has yet to arrive in Singapore, Lupe suggests immersing yourself in Net-a-Porter’s seamless shopping experience, great product selection and impeccable service while you wait. And, like Paige, we don’t think that’s a bad idea at all.

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