Eva Chen is a hot commodity in the fashion industry, so the Yoox Net-a-Porter Group should be more than thrilled to have her on staff. The group is one of the most prominent luxury retail companies, and has now added Chen on as an independent director to sit on the directorial board. Vittorio Radice, from Selfridges and Italian department store chain La Rinascente, was also appointed, which has the board now sitting 11 strong. Chen, in addition to this position, will also be the representative for the brand’s U.S. market, which is the second largest for the brand, right behind the U.K. market.
Eva Chen has worked as editor-in-chief of Lucky magazine and also as a consultant to Anna Wintour of Condé Nast, on top of her role as Facebook’s first Global Head of Fashion Partnerships of Instagram. So her diverse background in the fashion industry has both proven her worth in the field and made her presence priceless wherever her career takes her. Her expertise in social media is directly shown in the 506,000 followers she has accumulated on Instagram.
With the way Net-a-Porter has been dabbling with social networks and the idea of social shopping with The Net Set, which has yet to be released, Chen was an especially great addition to the board, since her background shows a distinct specialization in social media. She will likely prove to be an invaluable resource for this crucial transition for the brand, helping it to find its true value and potential on the social media medium. A significant portion of the Net-a-Porter client base is immersed in the mobile realm, thus making it essential for the brand to stay up-to-date on the hottest trends and easiest ways to reach out to its customers.
”Eva’s appointment brings our customers right onto the board,” began Federico Marchetti, CEO of Net-a-Porter, in a press release. “She is one of the industry’s most connected and innovative voices and brings a fresh, youthful perspective together with exceptional expertise at the convergence of social commerce and fashion.”
The respect brands show to Eva Chen for her achievements is made clear in this press statement alone, and shows just how imperative her presence will be in her new chair at Net-a-Porter. It will be because of her that customers will be able to be more involved with the brand, likely in reference to The Net Set, so hopefully once Chen begins to work her magic with the brand she’ll be able to make that aspect of the brand get up and running.
Her popular presence on Instagram doesn’t hurt this either, since there is the great opportunity for advertising, since many of her followers look to her for advice on planning outfits and accessories. Featuring garments found on Yoox or Net-a-Porter is an easy addition to her social media life, so having Chen on board is beneficial in many ways.
Photo courtesy of @evachen212