The online stores my customer visits in order to purchase international designer labels include Net-a-porter, Shopbop and ASOS.
Net-a-porter has my customer's loyalty due to the impeccable quality of the service. 'The box is what gets them. The black and sturdy box, wrapped in grosgrain ribbon...Every purchase comes dressed as a gift - that's the secret of the success of Net-a-porter' (Wiseman 2010). My customer really appreciates the attention to detail the company provides and the way they carefully package every purchase. She is drawn to quality and Net-a-porter delivers this.
Shopbop is another of her favourite online retailers as she can find many different designer labels so conveniently - over 2000 in fact. This retailer was established in the US in March of 2000 with the headquarters located in Madison.
ASOS, while considered to be at a significantly lower price point, is another online retailer my customer regularly frequents. She particularly likes this site for designer accessories, but she also likes it for basics. She appreciates the fact that shipping to Australia is free and that if she ever needs to return something, returns are also without cost.
She enjoys the convenience of shopping online and often peruses virtual shops in lunchbreaks and when in transit, although she still enjoys the social aspect of shopping with friends. She also often uses online stores to research potential purchases before then going out and finding exactly what she's looking for in a retail store.
References
Wiseman, E., 2010, One-click wonder: The rise of Net-a-porter, The Observer, viewed 31st May 2012, <http://www.guardian.co.uk/lifeandstyle/2010/jul/11/natalie-massenet-net-a-porter-internet-fashion>
2010, Shopbop, Business Insider, viewed 31st May 2012, <http://www.businessinsider.com/blackboard/shopbop>
2012, About ASOS, ASOS, viewed 31st May 2012, <http://www.asos.com/infopages/pgeaboutus.aspx>
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