Yoox Net-a-Porter has axed its Net Set social network and influencer app, which it launched with great fanfare just two years ago, it has emerged.
The Net Set, which allowed users to follow their friends and celebrity trendsetters such as Laura Bailey and Poppy Delevingne, also let customers make in-app purchases on brand-specific pages.
The app, which was pulled in June, included an early iteration of visual search with users able to upload photographs to search for visually similar products.
It also allowed Yoox Net-a-Porter (YNAP) to collect and analyse customer data. YNAP was able to analyse talked-about products, place re-orders based on that information and drill down into customer behaviour.
The luxury etailer reported rocketing profits and sales for 2016, with adjusted EBITDA and sales both rising 17%.
Boss Federico Marchetti hailed YNAP’s superiority at its full year results in March.
He said: “Our unique service, unbeatable product selection, outstanding content and continuous innovation make us the first destination of choice for customers who trust us as a leading fashion authority.
“Constantly evolving, we are building the luxury retail ecosystem of the future, providing luxury brands with bespoke partnerships.”
A NAP spokesperson said: ”The NetSet app became part of Net-a-Porter in June. Net-a-Porter evaluated the behaviours of its community of influencers and users and decided that they could best be serviced via the existing Net-a-Porter channels – website, editorial and social media channels.
”By consolidating its platforms, Net-a-Porter was able to strengthen its communications and to reach its customers more effectively.”