/cdn.vox-cdn.com/uploads/chorus_image/image/46251486/net-a-porter_2015_04.0.0.jpg)
Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Even Net-A-Porter was surprised by the amount of money people are spending in the activewear market. In an interview with WWD, Net-A-Porter's VP of marketing and sales Heather Kaminetsky disclosed that the luxury retailer's activewear arm, Net-A-Sporter, has reported sales numbers comparable to sales on the rest of the site. "You would think the price points were a little lower and that the AOV [average order value] would go down, but it didn't," Kaminetsky told WWD. "It stayed, and that was actually a huge surprise for me."
The Net-A-Porter team was given six months to launch Net-A-Sporter last summer with no extra budget, and the project has already grown significantly. At the beginning, Net-A-Sporter stocked 16 brands and now carries 61 different labels catering to both athletes and customers who just like wearing activewear. "The content that we produce is probably a 60-40 balance of lifestyle versus technical," Kaminetsky explains. "We try to balance and provide content for both women, but I would say we probably focus more on the less performance than we do the athlete."