The retail space is digitally evolving all the time. From in-store displays that let you order exactly what you want, to catwalk live-streams, the trend shows no sign of slowing down.

Now, the fashion industry has surely just witnessed another milestone, with the launch of Net-a-Porter’s new app, The Net Set, marking the company out to be the first luxury retailer to create a social network. On Wednesday, Net-a-Porter founder, Natalie Massenet, unveiled the site’s latest product, which is compatible with the iPhone, iPad and Apple Watch. The app combines a social media aspect with retail, as Massenet describes- “a social shopping platform.” The premise is that users can feel like they are shopping with their friends, as they might do in a bricks and mortar store, by connecting with others within different “Style Tribes.” The app promises a tribe for everyone, whether you are obsessed with monochrome, double denim, or even just one colour, for instance. Users can also upload their own images or products from different stores, like and comment on each others’ outfits and product choices, as well as chatting with like-minded shoppers, very much creating a sense of community. There’s the option to follow designers and brands too- the “Style Council”, comprising 15 fashionistas, giving the feel of shopping and being in the presence of industry icons.

The app is also shoppable, housing the same products found on Net-a-Porter’s desktop and mobile sites, and using image recognition technology, if an item is unavailable, the app will present the user with similar options. This image recognition technology also works so that the user can capture any pattern, texture or colour he or she desires. From there, they will be able to upload these to the app in order to find matching items. It is these little things that make the app a lot more fun and appealing to shoppers than the desktop site, and really show how far the technological and creative side of retail has come. As Massenet herself states- “The Net Set is to mobile in 2015 what Net-a-Porter was to desktop in 2000.”

With a host of designers and style icons already using the app, as well as ambassadors such as Poppy Delevingne, Matthew Williamson and Laura Bailey, amongst others, the premise is that you can now be “In with the in-crowd”. To drive home this point, the app has created its own hashtag too- #youCansitwithus. The fact that ordinary users, celebrities and brands alike will all be a part of this community, allows for greater influence and reach. Massenet enforces that it is this which is the crucial element, stating; “The conversation with designers can now go way beyond the Net-a-Porter buying team to include consumers’ opinions.” We imagine that this greater level of connectivity will speed up the demand for certain products, or even influence new collections. The only problem is- we can’t see the app attracting a much greater number of users outside of Net-a-Porter’s existing customer base, due to the exclusivity of its products. But with a reported 6 million unique visitors per month to the company’s site, and over 4 million social media followers, success is still bound to be imminent.

What do you think about the concept behind The Net Set? Do you think it will be popular with Net-a-porter’s global clientele? We’d love to hear your thoughts, so please tweet to us @PracticeDigital and share your comments on our Facebook page.