So far the fashion industry has been slow to capitalize on the opportunity of messaging. In China, the WeChat app has more than 700 million users -- many of whom have their bank accounts linked to the service. While 92 percent of global luxury brands use WeChat for marketing, only a small proportion of them sell directly through the app, according to digital researcher L2. YNAP, which sells $12,000 Oscar de la Renta gowns and $7,000 Dolce & Gabbana handbags this seo website via sites such as Net-a-Porter and the Outnet, is trying to get in closer contact with big spenders.About 40 percent of its higher-margin in-season revenue comes from just 2 percent of its clients, which it has dubbed EIPs, or Extremely Important People. Weve made some of our biggest sales to EIPs by chatting to them through WhatsApp, Marchetti said. He declined to give details on how payment via WhatsApp would work. Yoox Net-a-Porter is jumping on the WhatsApp opportunity because Net-a-Porters mobile customers place more than double the orders of desktop users, and those purchases on average are about twice as valuable. The company is still testing its technology and has no scheduled release date. WhatsApp changed its privacy rules in August to allow companies to communicate directly with its 1 billion users as Facebook Inc. looks to start recouping some of the $22 billion it paid to buy the service. Research firm Forrester has forecast the online luxury market will more than double to $39 billion by 2021, but YNAP, Farfetch and others are aiming for a growing slice of that business.
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