Playground →
Net-a-Porter's nearest audiences span fashion brands, style publications, and art institutions — a mix that holds together without any single dominant pull. The top 10 neighbors fall within a tight similarity band, from Oscar de la Renta at 0.98 down to Vanity Fair and Into The Gloss both at 0.97, with no meaningful gap between them.
Tallying the subcategories across the top 10 reveals a clear composition: five are magazines (WWD, The Cut, T Magazine, Wallpaper Magazine, Vanity Fair), two are fashion brands (Oscar de la Renta and rag & bone), one is a department store (Barneys New York), one is a website (STYLECASTER), and one is a beauty brand (Into The Gloss). Fashion-adjacent publishing — magazines and style websites — dominates the cluster, with same-subcategory fashion brands accounting for only two of the ten positions. The audience shape here is less "luxury retail" and more "upscale editorial reader": someone who follows fashion coverage as much as they shop it. Barneys New York is the lone department store in the top 10, sitting at 0.98 alongside the fashion brands rather than pulling the cluster in a retail direction.
The flat shape across this band signals an audience that is broadly shared with the fashion-media ecosystem rather than tightly bound to any single neighbor.
