WHEREVER SHE IS, NET-A-PORTER PRESIDENT Alison Loehnis LOVES NOTHING BETTER THAN TO START HER DAY WITH A RUN
HOW DID YOU ARRIVE AT NET-A-PORTER?
I STARTED MY CAREER AT THE ADVERTISING AGENCY SAATCHI & SAATCHI, MOVED ON TO WORK AT DISNEY, AND EVENTUALLY MADE MY WAY INTO FASHION WORKING AS THE VICEPRESIDENT OF SALES AND MARKETING AT BRITISH SHIRT BRAND THOMAS PINK. I’VE ALWAYS WANTED TO BE A CONSUMER OF THE BRAND OR COMPANY THAT I WORKED FOR, AND WHEN I MET NATALIE [MASSENET], I KNEW IMMEDIATELY NET-A-PORTER WAS WHERE I WANTED TO BE. I HAVE BEEN A CUSTOMER FOR SO MANY YEARS AND MY ROLE HERE GIVES ME THE PERFECT BALANCE OF BUSINESS AND CREATIVITY.
HOW DID NET-A-SPORTER COME ABOUT?
SPORTSWEAR HAS ALWAYS BEEN A PART OF OUR SITE, BUT WE REALISED THERE WAS AN INCREASINGLY BIG VOID IN THE MARKET FOR HIGH-PERFORMANCE YET STYLISH SPORTS GEAR. OVER THE YEARS, WE HAVE FOCUSED ON MAKING NET-APORTER A LIFESTYLE BRAND AND A PLACE WHERE CUSTOMERS CAN COME FOR EVERYTHING, FROM READY-TO-WEAR, GOWNS FOR SPECIAL EVENTS TO SKINCARE AND COSMETICS—SO WHY NOT ACTIVEWEAR? EXERCISE IS A PART OF OUR CUSTOMERS’ LIVES AND WE WANT TO OFFER THESE WOMEN SOMETHING THAT IS FUNCTIONAL AND THAT THEY WILL ENJOY WEARING; THERE IS A SENSE OF PRIDE THAT COMES WHILE WORKING OUT, A GOOD FEELING.
IS EXERCISE PART OF YOUR DAILY LIFE?
YES. I GREW UP IN A HOUSEHOLD THAT PLACED IMPORTANCE ON EXERCISING AND EATING RIGHT. I REMEMBER MY MOTHER AND I WOULD MAKE WHOLE-WHEAT PANCAKES IN THE KITCHEN IN THE MORNINGS, AND I WOULD RUN ALONGSIDE MY FATHER WHILE HE BIKED ON THE WEEKENDS. WHEN I WAS LIVING IN NEW YORK CITY, I USED TO GET UP AT THE CRACK OF DAWN TO GO TO THE GYM, AND TO THIS DAY I STILL FIND MYSELF RUNNING ALMOST EVERY MORNING. I LOVE STARTING MY DAY OFF WITH A RUN, NO MATTER WHERE I AM. IT’S SO EASY; ALL YOU REALLY NEED IS A PAIR OF TRAINERS. I ALSO PICKED UP PILATES AND CROSSFIT RECENTLY, WHICH I HAVE COME TO REALLY ENJOY.
WHAT ARE YOUR WORKOUT ESSENTIALS?
A PAIR OF NIKE RUNNING SHOES IS DEFINITELY MY MUST-HAVE. I LOVE THE HIGH-PERFORMANCE SPORTSWEAR FROM LUCAS HUGH AND NIKE FOR RUNNING, AND FALKE ERGONOMIC SPORT SYSTEM FOR THE OCCASIONAL CROSSFIT CLASS OR FOR WHEN I HIT THE GYM.