for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
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
YouTube is turning audio into an ad product — SiriusXM is selling it
The streaming giant has exclusively partnered with SiriusXM Media to sell YouTube’s “audio-first” inventory in the U.S.
Retailers offer fuel perks as consumers look for relief from $4 gas amid U.S.-Iran war
As gas prices climb, companies are rolling out limited-time fuel perks to attract cost-conscious shoppers, boost foot traffic and provide some relief at the pump.
NHL looks to TikTok to capitalize on Heated Rivalry and Olympics as it grows beyond U.S. and Canada
The league is leveraging a successful TikTok operation to expand presence in Europe, recruit casual fans and pump up the value of its media rights.