Online designer e-commerce site Net-à-Porter has made available a new tool that allows you to see what other shoppers are buying and from where.
Whether it's an A.P.C. dress in Brooklyn, New York, a See by Chloé bag in the Russian hinterland, Acne skinny pants in London's Camden district, or a Missoni kaftan in Mexico - Net-à-Porter Live knows all, sees all, and most importantly, tells all.
It is a small revolution for the notoriously tight-lipped fashion industry for a major player like Net-à-Porter to let just anyone peek into their sales at such a level of detail, but come to think of it, it's a highly intelligent sales driver too: the competitive aspect of watching other shoppers buy attractive merchandise and wanting to do the same or to do 'better,' just like in a real-life sale, can't be denied. It also fosters a strong feeling of a shopping community, watching the user count tick away, knowing exactly what everybody everywhere is falling for this very second.
And even if you're able to resist the temptation of browsing the site's stock after having watched for a few minutes (or just seconds), you will definitely be taking home some style cues and inspiration. Meanwhile the tool's trend analysis advantages for marketers and fashion buyers can't be overestimated.
It will be interesting to see who's next.