Why Net-a-Porter is going back to basics with its ad message

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.

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