Save 35% on an annual Digiday+ membership. Ends June 5.
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
‘They’re going to be extinct at some point’: Why the chief AI officer is a transitional species
AI has quietly automated large swathes of how ads are bought, from walled garden auctions to the programmatic pipes that fund the open web.
Target has alienated Black-owned brands, founders say, as some startups vanish from its shelves
Black founders Modern Retail spoke with said they found Target to be a frustrating wholesale partner.
Why brands are running to Strava
Starbucks announced a nationwide partnership with fitness app Strava, asking participants to walk 22 minutes a day for at least 10 days.