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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."