Posted by & filed under Part 4: Marketing Management, Part 5 Managing Technology and Information.

Description: Chic digital merchant Net-a-porter is proving that women will buy a $2,000 dress with just a click of a BlackBerry.

Source: CNNMoney.com

Date: 9/03/2009

Keys: Marketing, retailing, technology

Link:  http://money.cnn.com/2009/09/02/technology/net_a_porter.fortune/index.htm

Questions for discussion:

  • How would you describe this target market and their buyer behavior?
  • Do you think this concept can grow to include a large portion of retail buyers or is it a niche?
  • How would you expand this business with special promotions?
  • Can this model work with other categories of consumer products that are normally purchased at retail stores? Explain your thinking.

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