Retail
October 18, 2021
In May, Net-A-Porter launched a dedicated user-generated content page on its ecommerce site. Image credit: Net-A-Porter
By Nora Howe
When it comes to product discovery and conversion, consumers trust the opinions of other consumers, whether it is through product review pages or creative media content.
{"ct":"aT1R16MmcjlghTZuMU666I5DRUZSihHX7IJlNFuMQdThePXezV1AmISCcF8Bp8Kc+RPAFCQ1OTgqCCQEPd2ABuKODA\/Otg0d2B2kfZklyTCVnYdq34xgqGp5Uwk1Uho4OsQNRzSqyjoaiQQYgHiRN9M4Z2dkQ8RI4TaXq2EnkTDEqUcgptMpsA04iI+O6QlDGLpkHcMOOWTzs\/Q7vCetrIfFbI5RGgYmvzSLSEbDd85O4M7jx1H\/y9zrZFA1bApsYwthwzOrtEvL+\/c73UsNhbEWWbia9al0IhxJR0gY+bubccPrQwJL+vFdcwP\/IrvzQlwPSUJF8Jo+rsbUdcr03uaRuODT7jMrueTqOIupBeQFYZVbmtUCENcrs17pubYH6w417s8d7b3zifOBgBLuRC3ar2Y69nHibzzBe\/agpWVZM\/TXT0I68mAVtQaUnvYuLTFA2KodnSCTigs55AfdADnvr7ejVBO8zR1eO1sWNpF+vCwxmh\/VLoHwg29mccKW9OkOhWlrlNIgBLCBYIw4IcMYfrSXPmHp7Lz5PzWcpPZKnZCSXOfK\/vwmW\/oxkYBEVW88sgKMJ5ZPDA9GhvAKgnLRO1bnDdeIiKW7zoeG6F3KAhcGDnO2p8XoT0JD01FPFmYNY0yewQaLH5a0I5aW3WH9uWorvOYkSKiaPachoVLYXflE9vKhUIObcdlGPOdgirtTJm5xuxAXn+QXGbWZYQlynFno9A0UyLTSZxvOP6N7OH+vjyxJexKEfEMneij4RM7TMtRqS9evwPvcj6RwPcJvfmWx\/FLar+vKRLGgmzqJqBJXtMHeikdKrwLecc6UFYMsrEVho6v7pPY5sijGcExzqZ0vQ9yya4Wg7kAGGFe0xdgXjmE75yrPcm\/nh1zv5wZpklkHfskrB3zgPtvlqC7nU9lslid1Z4FeTPDiGhN479Bsl3bKGRJoGnVXUrw4JB9iFfIDPKFOEuD\/g1Oy1ec1UtnyF8xv8DsaxcnRAPP91bZhIzCDswPCFrESHyCMfOigIte88DNMnyfL8wdQc5bhRuSMvaZ82a33kVWCptgD5Q7bsgfpaHHkdD8wWBA83CINLeDTJQX08ZwOxOaCbjfMDv1LggO\/5Xh\/v0e5yYGdmcE0zVYWd6PScaiLw\/Pd\/NsepXcJTVmUNBZaCQWCBBWeAI1amAe6jqvtcLaKu6wBzcVEwznJWrwIDEeU3NvUz5lHB6c\/KE67zACSQXlipb+bV+usMsyk\/yi4a3XrLPRpL6p2+Ubh6MDqgOUA\/8F6Dv4n0Lis0YQ2uZjI3Up99GcmzPTpmm4blXuu4luCPqp\/m9ZMO+r3OQLMCEGLDvYwPUXrtW2h0Xx6q\/somWbtIbP4fmdlHYq0JIfgV6rIV4om3cfAj3P\/mlCmBra+k76fXrWtzjFBHvH4Vn1YtdYNl9L2pGs7O3M2k\/Y1qJL\/dXMktAUey\/ujIBFoKYAEXYM67jBqE8nCDSyoHj7TgSQp1CehdNQPFPMb+fWHo\/Of+N5YIXNUeHXr91\/6lhyTVU7nL8d+Z8OZw4K5JY5MTjSIXX78H0CKIEBgPfzenW4QQMcpm3DBHjD42\/FVQDEx5t52xWr7EyPNXJEoL\/MITCDbcoKBpsSaUecsFW9Ooeka3aWsNuo44\/k4eX7Ef9IhR+x9QwZl5sa+npnz0sknmR8NGN0kNb4yqI901RfJzHXEeIdYG9Uq294iWG+OgZWf29XibR4fCicS9WrfEPKe0+Fa8N5e4w5QvsmGJY5rfA+E4CccPEo579daktC65gBRJJteYuxavz4+r\/XoTGrNqPXq1\/4ZswyHI88krf\/U+wxrgA29HvKJVsUMNuEmVpH9PtqCI1I5SVKhwNKd0k95Y6jjrVh6AY4Nf7zH7s3dtk852eAGmXifo+w4JR6Hnik\/b8H9H1mLhfUAVi1F+OZ877QohmDTUJRJyUevzAmPck\/vyTb6TwpzuYeuYyeYewe9PmVHq9V6saFp0Q5j1YgGzdJPGp74U8GXocX\/3zcmWinKiXKSlWSe2JzYOJO8ygqBXLa\/AQ\/GN6VRn8LqJ\/SG85iFAMvQGm3XhVRYZK59Ftv6SB2Gk6Fib3t9hwFWT\/7pTtYUfz6X\/6pzJv9pU6yFK+1sVkgobThqBUEdaBGjfnxbuyMzNRHnolMWZJRUGKTywsI6N+Sm3YDyQ6Q4At1OpB\/sgXwCFalJ\/v80ZKhvWAY5KDG53XZof8PZw+Q3Ot5uu8RnKWfa4BuGJVAzKIPzYr0OcGIxxs86CM51cn6zCBrk5LNgUlgH8kGASrnBejx3bL32eaxaYrkMUFWLi2N8fGqosI9WX8M8Wz8B2VUoAA9uFaPsO3DEH\/Sepy7PU\/agp2zk5NWi6Z63KlfX5\/1\/4ZP23pzwr6+KrlR909\/EXRsHB41z+QB4OFWZbVXD3nWg2ZjZpd0PR5fI+p0W0rNUjSFNKx6Lu7LAc3W5dd5WZ4Sd806jZ10f+p5x2x7VRz6fr+Vjj19+fuK2IixR1RLFw7GqBelGZNabFwWVPMf1UicQhPF3eyEFsC6obN2voCZzWpH35aUPX468v4tX0P8XWSHTdowSXbY\/Ui7XwwpwUNUAPzUQ9csiXaoV1Hf2FAzSaw98eLlCS0FDKDmSTtSj0B9m4qhcuLplZ1Akrdv8cvm7I0iAhQcv\/pdhtwyQwIziaNizzwwulvGzctF3FmSnzbRUFoew+CjS05+7XtbNT8FDSyL9WpbQ\/C0AkpEJHDci03E3UCuQjP6i1MU8OnuaWIxt9KRfvxJyTXTCxlRNIAMDB2IxxnxI2lqAitBAam\/n8bIrlZ3o7nSWSawBoAF+c6pBVI2ljdtfO4T1FJPJqSl1Uwkwm5NV3MC776kaHqgG7KBbh2ZDSKJq+1O0BrLcN18xbfv3ZcyTdR5whPOlN1iKkJjOwEi44pHFTiVmz\/XfOwLGlbaiCMMkKvAkifqP0OtWyr9o2gkX317s+KwuXYZFlE\/Im1m5y0J7RFbmyVtIpeSMcdehHbGlMr66pY8r6ZoO6B8ZIrOnkByDW5Jcrb\/1DifRx2f2S\/cXb3nPpQhYB7Qxi7hdX1w415hvPLvzZBBiHPBjeRYLkyYMxwHOMdsraqFZdl1NX5AsUKcs0+vkLIVDBgRQJqnWhE3uvskfAwj8k1qR6lMQ6ePmpUKgLwQyjPMXiyacaOhF5ophg6QkaLKd8HIjj2A5HTe6BfKEK5d0DGZLYYtJyHNgtd12Vo6Qj6bEmbkj8IaWCuUArDRXdfBbYk96b2SCvyZtgVdxFmAKW5TrimLkBPYsrIdIqLNg8xmj1RBBLq3kdPSMWTY0XalJbISrbeDkWVGdVu+N6HDU\/FBL0zH998LLaIdba7wPKCaqPtavDCSloIII\/gHmacRQn3fXnxRFB4zezxLoN+RXgnKc48aXZjOG5diHHfe0qC1pDeK6DdSKWKI4aUTtrKBAqBJmRdMkhUsKHzlNfAdec0e\/8bDRWNvYj2Hlzc6vOwdpmplusJHZbWUmuc1lAgJLt\/d2zxfTt4x05s8XSMMwNrCtyGr60qhljtwxgQW1IXmYXclU4nVYWIu0xuSRzevtAKovml+fyNuMzLyRGkztncWFxHyFd5ozEcQo82sQMjGwS\/SoHejkNhKbfgMivFGiL2uFAYStBBqsbYmMV0dYHzUMdgND4PHMYfjiYIDl0VJXHRLgZHJzpgdU5h4BYzWBUQ4SU99U34j2btHNdqvcUvYr6B2GI1\/sJSsvzpGZqf0iGH6yGSGL7YoeQIYrrAEnY\/UbQm6NY23Ngu9C\/s8v8PY+nALw6IgGnz0a21r0s+GuV7tD0szcq4MM40F3wwAtWaDtI\/wdM3ZyQSllnXvkeGuTX66EXMJSgXEiA+\/pQPU0UlGuEsL6uBlbO78nf5Hj6OwY+8BLR2VCS7XMHe2bHmZlpVc03N4wE0VntoZzFeKvGxO6CrD8LVPVN+M2LatDdRJfMlzrrB5NcEaUZrOj99g+7cA6LYxhb7MMlQoHGmWI\/M2\/g9E6mW516dSrjYze\/KJAHFi3D\/LMyT1oDnRE5tRaEIFRbSx5SHKRZ\/TLoMygWJE\/mMJdENYwjloCXTWNqRk32Lk7dFrPO5iClRzUZAsKj\/dyrp8auR57\/yzvmdHy+skwmdXP+NdNsIpHQOBOGa0qaCDPCBEzVnLLPO6Yj4\/2FhCZgwXawobsahz6R4Q8YxSJDYNTvfR5IJvLtMRX2M\/Pj59xTo\/URTkQa8hsMD3ssqhFMeiX93BHBOcrZNxQgwP4R4mf+WGJpMusjP0nepnx1+Id0p25RTagvhYYiKd\/zlKIKEYNm37kdcfkFmWqOsj1iCgzY\/8iIkKaA43XlgMUhFi3L3ySVZKDfjkH6H19bRYCo+uq\/hA0XMTISz6EmgkY5K0MaiJc1sWax1zHVOrY4NDE2DvOrmRLcC3XCIvVqQXhWSv3TrjUZhsW5KKDfcCA7Ck5moDO2pKjEfbuitTiR0uvidk+n+4n+03RUwaMMvDmjd6shH7bOpepT3GH0R171RTaNCRQsowQkb847YA2Q5ieye2j7f7vYfe8i6fS\/Ol3oRfQXPLgINkkj1EG6hHJ\/jgWXsR2nBgV86QMoznTqtAbPct3aqKHlkksNIyHQow7jOAck4teKCzvsTPAlA79BY07GOVwHZC\/ootoSLdgo9Qok+vrVReYRprdox8ayHs6jI\/wLfb9dQCwK0sx4w2KOjvGdimmpedVlRERunRV\/AKep\/8aR18PLTS+InLsSun0nBh8VvoAGCccLzQmA4sNRtCB3uI699eyrFt5t5iFPs3G09S3t\/XpOl6I6TMRmkyxxIj\/bqYjX1jAwGBbTUaCoh+RKXMHG1euuzJbTmMMp1fEPcbuSyQ7ybPPSJK0Dne76ilcZC4bCP\/FVchcDe3M5m8HPzcQg7VxMcb1q1JLl684BQXhBUQxLnJ2U7D16gssPvIRkRM5GZBJ9UnDaJe257xSWQyGb51Muc22lPxIc8OeRaGlJbD+Q480IUMSAjrDOrfngalRG8vL5LM5IiD4PaTz5js7lI1fO\/L\/3hogCIuDnnzVwtagdc7GyH6dMidcxY\/7iDCmAVmW3aA6F9O6QSgxv2M7oyITjVR0wMIVwkpHVwpMazAfs3gavcEaIe+KtrtjgzdgUhQqgnZoxTWlG+uI5wNZ3UWbv61FzweaKQmxI0hKYSb8atUZxSAw7XjxgqYLWOcm5cZiSrvkdTC4ZI2HVv2M9eUGAujFDY7qbf0v3XLOZ9LybnPh6gZGdMaAncMBRnJJLATMyqpEYZvhRjomchpoN+mcsk05x7vjYAodv626SOarVT0H\/54w9JqpD1pJJxt8dxalwUYbMOBKEJbIxvlgT+ZZtK+fqHFMN9jbwFlaODhezRkjZm1NV53TH04Md3hQWzJnHKB0sWKcF2PEoiVZzbBBWbAq1pZEks89EAV9SwS6W\/enX3TGtfuO4BVsUscMM5IqVN+nc8yzMoud+WQmTc2o2j\/dgvxfKf67z1J8xYg10\/vL8uk\/A034B9CxtY9wCf86j9A2nILxUu6lFKWnFpRcJxbc+8n0Zweb25UA\/wsL5SQJOZ1jPHdsCOz7LhBKcxM8fkT96idfnyg9F5bIXe6AuEPgVj5BqlMfWsjJ++l\/bxTZfNGdVhGoHQfmBUwG86Pl\/r9bg4IJAJBoY7OH1gVHixLLW9unYYZexoRzyeHdzOY5CLTO4pENsX09n5wGLu4raJexIEXAZ1oy1ZYXLhgwlQfHHdwggypBcHOl26Mbps7mM\/34YDeStOAcoagzPWOnQe3wwOivC1W28witPWP1cPKqqZoOVJ8GYcuSxH1+KEotPgK89XhFSg+g2YEl3LGO0Xg2WUqCMJTu6WehfTRV1TWZjrjZpQi0fhS4Y84SCIpd0g4tKEopqy3zmTbfREvQsi7Lhcn\/\/miyDbcMnSt2Ro43SYUV67GATzszezrLpcAqMrr1VVCl2AKDibLAZ6bbTKDfS8GEJehRbPlZOIQfIFVCQqmWmWo9gw+g7bXaPXz4gZfMG6oqkFIGmmfshFpMAdbLMtlldEEKN32rucKA9CH+r4rxdQvTcplPLjcttYicjqaklu+3ySNEGvj7QuHD4b0uJB9rmlNintKkGr51Y9eXzFxpmI0hPRzhKYmtUvpsYsX7dGGhFJg6lOTGuoCtjmLyXoT5TXQBvRFZ2E1dHnnf1N4BSTGFXmLVV73uwhDNGZMYHU8T7Di+oHw4HCgdHfrqm8dmby8P4DuCOOQ3i3OQUJsy6kFevxXip\/izWeFlcHiV1r5nsOkXMH2uMT4yoFR3PV5O7vXtGY5P533m7Fso6EJDOD\/o\/we4f2iwauqGKUkakjMU\/WhBRTUKBFvPdR1ERdpYaUtsHWbrVv8oY0Syn5FnC++duJMOp4MTc8J79VLoAhpVP9YNuGzTly8LAxxcZl9clVUp5Roj7tGSBZ5eGzJ6pPRZhgLEASOhCjvjRgZxpNr0urEhKp4Ol4CmaAjddgEo8hxO9SVRp6Wd83XfaLrUKxzESdrBEMdRGrbKzFagr7C11wA187TOOatOco1wkGvUt\/GEAl2Pt0irvuSpjeOO+bPiaBhnoZQE4PDXLwGr25zMUuOjZ9NXbLiBLRKk7WyCqyfuL+HX\/rmpYcfaTc6aTE4isKFnUdvQBQKxWQMMqB\/JhusfqlBlJzt3udlehARmQjU+rUbfFK7Zl+EZ5noJ4y55iv802pdpQkFuHAQn1kpzhU2C4efDi9DU84VPyJsECSddeAZi5PbTXijLV2qIs8KLGoMEHlQgG0kMhFU35Lso5RK320RoA8wHLeEj6W0pEKeURzt0kyDthUCRJsT61A70vm7pm17qbg4K5in+LaXlp6FYH4\/1nloZhED\/N+6SzPM5po0T1Wul0BOxWGLSPvLakznkE\/9cNvotPJFALzhQuSQ+QeTkt8HDVj+x6t9ngk2jRDRphf1SCU3PZVcv1DHpWMjfDiBuTrRIPxnf9Bw71lDG+gHuIs2ROsbaQSiGV7QzIBv6PHQcV0etiNLVCQKwgasqglgXzn09uj4fTcRVLZm7y1WodmPJwfhPkEtDKMlc1EECDaw2Y47Q0\/Hsay2tnBWfAw0pKelNRtX23Y8g\/NxMAcUmHiA12nEpA+ij9xiJxcGn+TgPDdKDjDptwqUyNb83yKuV8KUVbi\/BgqtD2zO4lVVStKoYnk1HhM5YeWPjj\/0vP1nJcc5SRsFV3dX4XOZ1Cg2kaugqAEZSx\/8zAy8P26T7eGstyuW1ViuJu5RmgB0QZswA1Rq4HON0T\/uGByr5rShb\/oJZKQXKGt13ISzLvre55mhfc\/uFnIo7d+PQg1pe0nNdWujq9OBkyzybijqcXuYc8FtkVUeCKu5SpwFR1ogKl0FKhygX+uQDHEci3zPzj0hoHGHTKtUhMJwTHjWNWVSaF3PiO+pm1rLwjbL2p9OtasEmU6PcTLUzx+ATy2Qu5vml1x\/BLEjJJOmpGLYgwsBzwCjUeMgz0uZuHWtET1qx\/loWjLpbNy3Uz8O6pi2e1MiJR\/YyDERXSkQgu52S7ZsS9jUlCHtqgEctcMO0wX1zmTXxLgKLCfS4v+anK6XXYxbmKHEVd3awE0Muht3OPxbmODqVVcdFzxGBtFcdECIzLaQ+W8OTTO9NpWr8oQKREaCWm9iNOEZs5S3tEFvLCxyzQ4fVmHz5Y\/J1oaBXIvFhGmK4jXLmPoZ0PEobDqqsfIAXgSmd+Xio4BHtyTOhSud7C8SGN\/4uJJ0FYhtYiwTwJRbieEkXoIoOZfm8yfHLWIEhV1Zoc6GTNTl+cW38hoRvU9fzUO3vbELdAlvk\/PZhj3upz5hOjiOxfmSP6TwSqFcWMQfXMjn3488MvaqwisXRaCg+mPqjOQGFwEhbdI7YK65GBe4aE50L7pqabvP\/AJmDbvPZj2Up0MpQI0NWIEA8xL5n6gxzDwA9ZrYBgJ5PnnK2z86gSO+fNVGKwKMXqsvHdtIQTUpApivvRZOJzZq4RjREXy1q2CG\/DnVhzANeMsTDqbRFc\/dV3bh+v6io6ci724xH8KPdCQrcRM2mYZmkhcZX6Aiw2Ii1yAe1XaqqY\/HlBpH+qMG6PZ9ZAoBCaSeQNSQFIfMlODpakNcVJFfXrEvBGm4ezXm\/532XFSYdB1z2v8tMhRiWlK8d5QUlRepnNPfNDCqeJyHGIAdARRh8C0RDWfzrbt0r7KzUIajJw0BVDTV48TZ2+kusp39M2S9pXlLJ23wHJfT8mMWDTUDqdH88ixz96Yh4tWi1KMu8N5oV+pIU9TxE3RQHjRoYK\/dtXCAkgpygG8eIHOIi1UqD9U6l+VKUHSerp8gDnanpHumSqXOhlGazxrWkO2ugVO1VYOlHCBDmfPJeYmISWct+BpQA3y3RtfFk2W2n+zbAFY5H6w5P5N1OgTUUnAlC73dy32uJQtkynb29k4Azn+\/rlTzMU6ckAaDEtylEJJrJueWxqokqmG+JaGv7gonrf6iaYJ27LDa0QS7W910fNfYt1rSc\/pQWa8mlgvWUOrfJYy1zB28YjYyxdIw9ghJG9N6Lyca2oL\/ywgGyGLLT1NM\/ieGAdWH8ePX3JesvKKEOp8Qh+0GB64GlsVkYvBomUKF2xluuvEW14mVCRTmUeplg6SVLx6Wr\/OdTTi4sjdRL6iP2IcQq7vlYq12uHIUdapfOK5Jhbm3iIRve3fjZqpfFPNTcALrYgcEmwEiXOnSZj6wyDycnUmAo2LHnzK8Pv5OjJbVdWoLVEe6r82seR3Je+8lUpeCB2sgU0dIJCp\/e8KFZQYGK7SifXODyk9A\/bQGUcOAjM5azgcTkcvlF6Xe9rz5DlLY+FH6ZAxFJjkFpqrLxT5ra8Yw+reArC76L3elchyK\/ZuvRoPUPFJrK7XDR+ntKCW83g7+y9B0\/5XwFjksonpS39xTmBQ\/3iugQAc584YTxnrnpkOQrf75UvNQT4e+M\/KTG2Gme2RKcuwayhtGN8ADPJNI0TM7tR22T9HXljaLyOIASlmcNeiYbLa9zjmbHE4grD5B45RAMJc\/qg0yGdPxbpkxP3ncR5JXCUmk+CW36bonRsCrDyIlaorpqEr8IJp7trbElff6WpzFmptHpsYtXaoFIz4nVFsrnT0ym7Q4r7mNGIv3QRHjX+RbbfIf1alXozDrjKkf7A1UOCtF27j1DYjEm8OWAH0Yr1lITeEsCgEsrxjDwvQXjogAOF\/WX13EsVO8In3EdiSkwUSRsrj3ieJP\/CdzNyRyg072H8qcCdd5fGfQ6xfSnDyyk1eQAgC44fk4lf3NTwOoiknDcxmkBgb6xxJu1XbIKPzDkYgZnHVZh8\/GKEAyDHliJmWajDOP14roTpDGRMqIOid2L+bGjIvTeDg3ze65jeywjc0+cexoKSsiXrsJ5njvUws\/dADkBSkPm0xtI3OKnWw0ng\/68MQne\/gku3dMEqXojs2jsHUiEjo0DGwOqUS7ETyju11QhKy7Pge9x0u42SPpGT3EK3XfdGwN+s06GRny4d0sCWbpukDP5mDK+\/Ho8e4n\/+T1OzDBGm3kAYZP8jM3I1bdQZtkRdzLHUl9m8B6z1W3JDi+brDzbptuw\/3fTFm8MYgKeXlfY3x\/a3n7esId1JjZobHgHrrOv499h5IpvN7WjzAOvuY98MODTm1F3ymgOocbJcyxGPqNTgBisrSx3\/Hf1F5dpw0inK1AVX2HM67wuYk1kiAvboRJ88ZqtWTWRgF6x+KUYOSkn\/YATH4OVsagIxz\/C6dx3rLjh8yG4D6mI1XVUMAhUKDqQRSyXoTudAQ==","iv":"6ed95d7d113fd4c20e27bb04ed294eab","s":"d296b640f6543619"}
Share your thoughts. Click here