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Net-A-Porter offshoot The Outnet has revealed exclusive insights to Ragtrader regarding its Australian consumer base.
The Outnet EVP sales, marketing and creative Andres Sosa said that Australia now ranks in its top three markets.
“It’s grown organically into our third largest region and continues to remain in this position. We have been ensuring that our global strategy remains relevant within the market and that the approach is localised and adapted for the market.”
The etailer’s best performing categories in the region are dresses, tops, jackets, knitwear and skirts.
Sosa confirmed the most purchased brands by Australian customers are Alexander Wang, Alexander McQueen, Rag & Bone, Isabel Marant and Chloe.
Sosa also said that The Outnet will continue to execute geo-targeting activities to boost Australian engagement following success.
“We started testing geo-targeted activities for Australia in early 2014, and the results led to good engagement and conversion, so we increased our dedicated targeting activity during 2015 and have increased it again for 2016, with geo-targeted edits every two weeks.”
Sydney and Melbourne remain the largest customer bases for the etailer.