The Websites

For both companies the website is the main place for customers to shop. 

As you enter the Net-A-Porter website, you are faced with the latest issue of The Edit, their free weekly online fashion magazine. This contains the latest fashion trends and interviews with fashion designers and celebrities. You can also shop directly through the magazine by clicking on the images, which saves the customer looking through the website to find the product. 

Just click on the image to see the product (Net-A-Porter, 2016)

Net-A-Porter sells products from a wide range of designers including Alexander McQueen, Balmain, Prada and Valentino. All products on the website are designer, expensive and of high quality and it is clear to see that it aimed at the higher market.

Their website is user friendly and looks sophisticated. Consumers have the option to shop A-Z by designer, or by the product they are looking for. (Net-A-Porter, 2016)

Net-A-Porter have also released their own social network app called The Net Set. Similar to Facebook, you can check the news feed for the latest posts and users can organised into "tribes" for different style preferences. Like the website, the app is fully shoppable. (Lazauskas, 2016)

The Net Set app on IPhone (Lazauskas, 2016)

On the ASOS website, you are immediately faced with sales and student discount offers. Their website is simplistic and easy to use, with options to shop by brand or by the type of product you are looking for.

ASOS sells many high street brands including Adidas, Miss Selfridge, River Island and Office as well as their own line of clothing. 

Customer images using #AsSeenOnMe (ASOS, 2016)

ASOS have created their own hashtag,#AsSeenOnMe which allows customers to post pictures of them wearing ASOS and share it across different social media sites. 

The customer image is shown on the website and also gives other consumers the chance to shop the look. Just click on any image and the products will appear. This is similar to Net-A-Porters The Edit magazine, instead ASOS is using the power of social media. (ASOS, 2016)

Simply shop by clicking on an image (ASOS, 2016)

In addition to their website and hashtag, they also have their own app. The app has many more refining options to help the user find the product they are looking for easily. Customers can create their own account which allows you to add products to your 'wish list', which also syncs with the desktop sites. 
ASOS have created a personalised shopping experience for the customer by adding a wishlist and also saving your details at checkout for a quick and simple purchase. (Moth, 2013)

ASOS App homepage (ASOS, 2016)

In conclusion, both websites social media pages are very different in the way they catch the attention of customers. Net-A-Porter advertise the latest fashion trends through the online magazine and website, targeting the on-trend fashion lover who does not mind spending full price for the newest product. The Net Set demonstrates their commitment to building devoted relationships with their customers. 

The Edit makes it easy for the customer to seek out the new trends and add them straight to their shopping basket.

ASOS, however, promote products they have on offer. It is clear that they are targeting the younger, student market who are looking for the latest fashion at a cheaper price and are not interested in designer names. Their hashtag and social media presence promotes their products in the same way Net-A-Porter’s The Edit, but at little to no cost and allows the customer the share their own photos to be shown on the fashion website. 
The ASOS app creates a personalised customer experience which will more likely lead to repeat shoppers.

References

ASOS (2016) Shop the latest clothes and fashion online. Available at http://www.asos.com/ (Accessed: 21 November 2016)

Lazauskas, J. (2015) The new model: How net-a-porter keeps the fashion industry on its heels. Available at: https://contently.com/strategist/2015/09/03/the-new-model-how-net-a-porter-keeps-the-fashion-industry-on-its-heels/ (Accessed: 21 November 2016).

Moth, D. (2013) ASOS’s new Android mobile app is a dream and a curse for fashion shoppers. Available at: https://econsultancy.com/blog/63583-asos-s-new-android-mobile-app-is-a-dream-and-a-curse-for-fashion-shoppers/ (Accessed: 21 November 2016).

Net-A-Porter (2016) Women’s designer clothes, shoes, bags & accessories. Available at: https://www.net-a-porter.com/ (Accessed: 21 November 2016).