We get the inside scoop from Elizabeth von der Goltz, Net-a-porter's Global Buying Director
The Asian market has been a target that most retailers have been focusing on, what can you tell us about our buying habits?
Elizabeth von der Golz (EVDG) Asia, in general, is a really strong focus for us. Asians really love fashion! Power brands are still important here but what we’ve seen evolve over the years is more experimentation. We’re finding that they love discovering new, contemporary brands with us.
Singapore, specifically, loves shoes. Shoes—from a volume standpoint—is the number one category, which is super exciting for us. It’s everything from sneakers to Louboutins. Right under shoes, there are your power designers which are your big brands, then it’s the contemporary brands, and then bags.
What are some favourites?
EVDG Gucci is super strong, like the logo t-shirts. Off-White has come up a bit, but more on the utility belt bags, and the Marc Jacobs camera bag. Things that stood out to me were Common Projects, feminine dresses from Valentino and Self-Portrait.
There’s also a new customer and then there’s the top customer in which there is a slight variant. The Extremely Important Privileges (EIP) customers are buying a lot into the bigger brands, but it’s the new customer that’s kind of entering through some of these new discoveries.
Let’s talk about shopping for the autumn/winter 2018/2019—what are some of your key buys?
EVDG Loewe—we feel super strongly about everything. It’s not just about handbags; I think their ready-to-wear has gotten stronger and stronger as [creative director] Jonathan Anderson evolves over the years.
Les Rêveries is going to be huge after launching. It has a great price point—it’s feminine and I think that’s going to relate very well with the Asian customer. There are new shoe brands like By Far and Martinez. Coats are a bit difficult because it’s too hot in Singapore, but I think a good, thin, lightweight raincoat would do well.
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