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The moment that an invitation to a swanky event comes through or the familiar urge to top up your wardrobe with seasonal updates creeps in, there’s only one place we turn to: YOOX NET-A-PORTER, the renowned luxury retail group that has become an authority in the global fashion landscape for customers and industry insiders alike.
Born in 2015, the e-tailer has become one of the biggest success stories in fashion, coming out swinging despite the heave and flow of consumer spending over the last decade. And much of that success comes down to the leaders who steer the ship with sharp instincts for what people want. One of those forces is Natalie Lee, Yoox Net‑a‑Porter’s General Manager for the Asia‑Pacific region and Japan. Having joined the group in December 2021, Lee‘s experience in fashion is nothing short of remarkable. Naturally, when we had the chance to gain some insights from the e-commerce powerhouse, we had a lot of questions.
Ahead, GRAZIA chats with Natalie Lee about work, trends, and the future of fashion.
Grazia: How did you get into fashion/your role?
Natalie Lee: My mother was a fashion designer, which influenced my interest in fashion from a young age. However, I was more fascinated by the business side of the industry. I started my career within the strategic planning team at Kolon FnC, one of the largest fashion companies in Korea. Then, I had a chance to work for YOOX during my MBA in New York, and that was a pivotal moment for me to transition from brick-and-mortar to e-commerce. Since then, I’ve worked for different e-commerce platforms and led the Asia Pacific region for Vestiaire Collective before joining YOOX NET-A-PORTER as General Manager for Asia Pacific in 2021. In February 2023, my remit expanded to include Japan, where I was responsible for overseeing the business localisation and value creation across the region.
G: What does a typical day look like in your current position?
NL: A big focus for me is meeting with the teams at YOOX NET-A-PORTER Headquarters to align the APAC business strategy with the global vision and to discuss ongoing initiatives and new collaborations in the region. A typical day can mean meeting and brainstorming with various creative and service-focused teams, from marketing or PR to personal shopping or operations colleagues in our office in Hong Kong. It’s not a daily occurrence, but attending events and dinners with our EIPs is also a great chance for me to communicate with our clients directly to better understand their needs and expectations.
G: We’ve seen some major e-tailers buckle under the current economic pressures. What do you credit Y/NAP’s enduring presence to?
NL: Today’s luxury customer expects businesses to be attuned to their own desires and values. Now, luxury online shopping must offer an experience across all channels that reflects our customer’s shopping preferences whilst also being conscious of their cultures and traditions. A key area of our success is that we take great care to listen to our audiences—we are customer-obsessed and stay focused on delivering what we do best—expertly curated products, the best service, and world-renowned content.
We actively collaborate with brands to launch exclusive collections and provide early product access before other retailers. Much of our success can also be attributed to the emotional connections we forge with our customers through creating memorable experiences via in-person interactions such as events and style suites, bridging the gap between digital and physical worlds, particularly for our EIP customers.
Ultimately, YOOX NET-A-PORTER’s enduring presence is focused on understanding what it takes to win the hearts and minds of our current and future customers and doing everything we can to make it happen.
G: What trends/changes in consumer behaviour have you noticed in the last few years regarding luxury shopping?
NL: Quiet luxury has been a consistent theme since Fall/Winter 2023 across women’s and menswear, emphasising elevation, wearability and refinement. Whilst some reports suggest that this trend may have peaked, we continue to see strong demand and interest from our customers, particularly our EIPs, with renowned luxury designers on MR PORTER continuing to be our best-selling brands globally.
We continue to see a shift in our customers’ shopping behaviour as they increasingly prioritise a more conscious approach to fashion. Our product offering reflects the growing demand we see for responsibly produced products. For example, NET SUSTAIN, launched in 2019 on NET-A-PORTER, has increased its offering since its launch, providing curated product selections with elevated sustainability attributes. On MR PORTER, Consciously Crafted launched in 2021 to champion products made by brands that prioritise environmental and social considerations in their design and business decisions. MR PORTER’s private label, Mr P., now a top five brand, is also on a journey to reduce its environmental impact, championing more responsible production processes and fabrics and working with a trusted network of craftspeople to create collections with longevity in mind.
More recently, NET-A-PORTER, in partnership with The King’s Foundation, unveiled a luxury capsule inspired by nature and hand-crafted by graduates, who our team guided through every step of the design and development process. The 13-piece collection includes bias-cut slip dresses, elevated loungewear and textural knitwear, emphasising responsible materials and techniques. Available exclusively on NET-A-PORTER, 50 percent of the RRP from products sold will be donated to The King’s Foundation to support its innovative training programs, which benefit more than 15,000 people annually.
These initiatives are at the core of how we continue to make products with higher sustainability credentials available for our customers, as, across all the brands at YOOX NET-A-PORTER, we constantly evolve and tailor our curation to meet our customer’s evolving needs.
G: What is your own approach to shopping? Has this changed over the years?
NL: I started shopping online 20 years ago, and ever since, this has become the cornerstone of how I shop—I’d estimate that 90 percent of my shopping is through e-commerce. I shop from all four of YOOX NET-A-PORTER online stores; I look to NET-A-PORTER to navigate and shop the latest trends, whilst I shop for casual and gender-fluid looks at MR PORTER—I am a big Mr P. fan, notably their tees and knitwear. When there are specific items from past-season collections that I missed or archived, I turn to YOOX and THE OUTNET.
G: What are some of your favourite and least favourite fashion trends you’ve observed lately?
NL: Regardless of fluctuations in fashion trends, it is essential to embrace your true individual style through outfits that make you feel most comfortable. When you feel confident, it radiates in your appearance. For my own wardrobe, I look to invest in timeless, versatile staples, such as a pantsuit with an oversized blazer, to instantly elevate the look.
