Updated: Jun 7, 2020
Back in 2017, Net-A-Porter began to integrate AI into their customer-facing departments. They created a tech hub in White City, dubbed their "temple of innovation", taking them into the future.
Marchetti says "What innovation means for us is not innovation for the sake of it, but innovation for the customer." Not only are they focussed on a consumer-centric approach to innovation, they also believe that in order to think mobile-first, they need to become mobile-only internally.
"WHAT INNOVATION MEANS FOR US IS NOT INNOVATION FOR THE SAKE OF IT, BUT INNOVATION FOR THE CUSTOMER."
YNAP have a leg-up over startups with similar concepts and ideas due to the vast amount of data at their disposal to tailor the experience for each consumer. Although they have the benefit of capital to bolster their tech-first approach, for businesses like EFITTER that are looking to disrupt this market there is always an opportunity to be found.
THE FIT TAKE: While YNAP is ahead of the game in terms of incorporating AI and augmented reality into luxury personal shopping, this is not a privilege afforded to the everyday woman-- this is the market we are aiming to address.