Yoox Net-a-Porter Group has officially brought The Outnet to Japan, as it appoints a new managing director at the discounted luxury platform.
The British e-tail group has bowed The Outnet in Japan with special Japanese content, a new payment method and delivery from a dedicated logistics centre in the archipelago nation.
The entry into the world’s second largest luxury market (worth 28 billion euros each year) means locals will be able to purchase products in yen and benefit from the new ‘cash on delivery’ payment option, as well as enjoy access to dedicated Japanese content and newsletters. The update also includes registration and order forms based on a Japanese format, and push notifications.
In the future, The Outnet Japan will this year add dedicated customer care consultants, who will offer size and fit advice, product information, order enquiries and delivery status. Customers will receive “a new and improved user experience” including Live Chat in Japanese.
Delivery to Japan will see orders shipped directly from Italy to the Japan distribution centre. Via international and domestic shipping courier services, orders will be received within 4-6 business days by express delivery.
The news comes as the group revealed that Emma Mortimer is returning to the newly formed YNAP as The Outnet’s managing director. Mortimer will oversee the company’s entire operations, including buying, merchandising, sales, marketing and creative teams. She will report to Alessandra Rossi, president, off-season at YNAP.
Mortimer previously worked at Net-a-porter Group from 2009 to 2015 as global head of studio production and customer care. She had also led The Outnet in an interim capacity.
Mortimer’s knowledge of the company and industry experience — which includes a stint at rival Matchesfashion.com to launch its Modist platform and the British Government’s Department for International Trade as a fashion consultant – look to further facilitate YNAP’s ‘off-season’ divisional growth, made up of Yoox and The Outnet.
In its most recent release in early April, YNAP said the discount division posted 4.6% decrease in sales, registering 183.3 million euros.