The line between commerce and editorial continues to blur as more and more shopping websites are beefing up their coverage. Net-A-Porter, the ecommerce site founded by Natalie Massenet, has used the Google TV platform to create a new video portal, Net-A-Porter TV, that includes runway shows, designer interviews and other content. What makes this intriguing is the combination with of content with commerce. Consumers can shop as they browse and comment and share content. Products will appear on screen and buying is nearly seamless. There are four different channels: Runway, Who's Who, Trends 101 and Flashbacks.
Luxury Daily questioned whether or not or not producing this content is cost efficient given that Net-A-Porter's primary initiative is selling fashion not editorial coverage. I wonder if fashion shoppers are becoming more accustomed to having their chocolate mixed in with their peanut butter. Once editorial and advertising were kept fairly separate but over time with the rise of advertorial content in print, online and television it has been less and less clear where the lines are drawn. What remains to be seen is whether or not those who come to a website to shop are really interested in getting their editorial there as well. Barneys made a similar move this week launching its new site, The Window which features slideshows, video and articles related to designers, fashions and other products sold in Barneys stores.
So far the content on Net-A-Porter TV seems aimed at the fashion-centric female shopper but that may change. The brand also recently launched Mr. Porter, its new mens shopping site. Mr. Porter has a very different style, a black-and-white retro aesthetic with a no-frills approach. The Wall Street Journal did a long write up of that site's launch and found that the look of the site is meant to appeal to men who tend to prefer less glitz and more information.