NET-A-PORTER’s Market Director Shares The Top Denim Trends For Fall

I imagine that this job requires you to be quite flexible, because you’re not just looking at things from your own point of view, necessarily. There might be a trend that you personally wouldn’t invest in, but you realize that there will be a great market for something. How do you think that challenge through and how do you balance it and really get the right mix?
I feel like when you said the right mix there. That is like the most important thing. 

It can be easy to think about your own personal taste levels, but ultimately, we have to be led by the data.

We can see what social posts our customer loves, we can see what edits she’s shopping the most, we can see where they’re spending the most time on site, what campaigns they’re clicking on. We use all of that to inform the choices that we make, so that we’re providing the product that we know they’re going to love.

The other thing I would say is that myself, the buyers, people that we speak to, we are also the NET-A-PORTER customers. We know ourselves very well.

I think often, if there is a general consensus amongst the team that we’re all really gravitating towards something or we don’t feel like that’s gonna be right for our customer. We’re generally kind of on the money, because we’re all our customers.

Personal taste does come into it a little bit. We’re all trying to get our hands on the Alaïa mesh flats, myself included—and our customers. 

I have gotten to know the customer like an old friend, as well. There’s knowledge that you learn that the data can’t provide. 

It’s just sort of that intuition and instinct.