Sixteen years after the fashion website Net-a-Porter was launched, ecommerce is still immensely attractive to entrepreneurs. But today’s new sites are evolving. The latest digital incarnations sit apart from the major fashion houses and lifestyle behemoths to offer a more nuanced experience.
These three women offer something beyond click-to-buy. The key word in luxury today is narrative, and each of the following sites are using editorial, social media and shared experiences to engage consumers, taking know-how from previous careers — whether buying or blogging — to give their new projects edge and a sense of the personal.
Nasiba Adilova: thetot.com
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