Online luxury fashion retailer Net-a-Porter has figured out that its advertising campaigns should focus on, well, fashion.
As brands from IHOP to MasterCard look to appeal to more customers and grow their businesses by becoming “lifestyle” brands, Net-a-Porter is refining its focus in its new campaign to its core product — fashion — and moving away from the all-encompassing lifestyle approach. According to Plant, the strategic shift is meant to position Net-a-Porter not as a fashion marketplace, but as an authority on trends in the industry.
To read the rest of this story, please visit Glossy.
More in Marketing
TikTok quietly tests product links in posts as it looks to boost its reputation for shopping
TikTok is letting some creators add product links from third-party affiliate networks, including Amazon, Walmart and Target, directly to their posts through a new integration.
Ad buyers double down on Walmart’s retail media business as it steps out of Amazon’s shadow
As the retail media arms race continues, Walmart has strengthened its foothold, and, in doing so, it’s also stepped further out of Amazon’s shadow.
Why Netflix is using a Roblox world to promote “Cobra Kai” and other releases
The marketing power of an experience like “Nextworld” is that it allows Roblox to maintain fans’ levels of interest in films and television shows between releases.