Big brand theory: packaging design

Big brand theory: packaging design
20/12/2016 , by , in Interview Old

IT is the name that never was – and most would agree better for it. Natalie Massenet has revealed that she initially wanted to call Net-A-Porter “What’s New Pussycat?”

When the entrepreneur – and BFC chairman – first started out, she was riding the crest of the Pashmina trend wave, selling her friend’s imported scarves online. As the business grew and she moved towards building a more comprehensive edit of products, a name was needed and her initial idea was quickly vetoed by a steely solicitor.

“My lawyer said I couldn’t call it What’s New, Pussycat? for legal reasons, so I had to find a new name,” Massenet told “I took my WWD dictionary and went from A to P: prêt-à-porter. Net-a-Porter. The name meant a lot. I couldn’t sell my friends’ Pashmina scarves anymore. It had to be the real stuff. It had to be prêt-à-porter.”

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