Increase Online Sales :: Net-a-Porter + Roland Mouret = Instant Sell-Out

The founder of Net-a-Porter is one clever gal.  Her site is incredibly successful and I know many a young French designers who are dying to get mentioned there.  She is also blessed with a knack for PR and she couldn’t have proved it more than when it came to Roland Mouret’s new dress, the now famous, "Moon Dress."

At the time that Mouret planned to unveil his new creation, he had no distribution lined up.  Enter Net-a-Porter founder, Natalie Massenet, stage right.  She launched a pre-ordering initiative on her website in July only 24 hours after Mouret’s Paris show. Before many could click "Buy," customers from at least 22 countries had placed more than £500,000 worth of orders. 

How did she get all the girls buying?  She created a big buzz about how they would be the only ones to carry the "It" Dress that every woman needed.  After all, what woman doesn’t want a dress that makes every figure look perfectly bodacious?

Not only did Net-a-Porter get a boat load of PR, so did Mouret; it was a perfect win-win situation.  And indeed, the dress is amazing. 

Nicely done Natalie.