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App Lets Women Shop Together Online

The Internet has improved many aspects of the shopping process. We can now shop in the middle of the night or in a cab, quickly survey a brand’s entire inventory in a single scroll, and read other customers’ reviews about how an item of clothing fits. But there’s always been something missing from the digital shopping experience: the ability to shop with others. The one great pleasure of shopping at a brick-and-mortar store is the opportunity to browse the racks with a friend, discuss the relative merits of the latest fashion trend, or get her opinion about whether or not you should buy those skintight leather pants you’ve been eyeing. Luxury fashion shopping website Net-a-Porter is hoping to change all this with a brand-new app available on iPhone, iPad, and Apple Watch that allows you to shop on a digital platform with other people. The app, called Net Set, has elements of social media in it, allowing you to build a profile and connect with other people, with the conversation focused squarely on issues of fashion and shopping. "It’s a social shopping platform," explains Natalie Massenet, the founder and executive chairman of the Net-a-Porter group. "It allows women to create public shopping profiles so that they can go shopping together."

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