Net-a-Porter, the leader in luxury fashion e-commerce. Emotion is the essential differentiator between slinging apparel (which Amazon is pretty good at) and selling fashion (which Amazon is not yet very good at). Think of it like this: apparel is utilitarian problem solving (“I need socks”), while fashion is subjective self-expression (“I need to look good for this job interview”). Wade brings an emotional bond he’s developed with his fans over his years-long career, as well as his reputation as a stylish guy. The store’s landing page also shows that Amazon is catching on: it’s uncluttered,

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