Smart Marketing

Image: Net-A-Porter, "The Perfect 10"

This marketing campaign by Net-A-Porter is brilliant: promote add-on-services that will make your Net-A-Porter purchases last longer, look nicer, and seem all the more luxurious. It's subtle, and really smart.

Net-A-Porter has paired each of these little tips with a product that (they argue) every woman should have in her closet. I, for one, think that this is quite a savvy way to position luxury products. The logic inherent in these tips seems to run something like this: The purchase of a luxury bag might seem to break the bank, but if you can get it cleaned every few years, maybe it's worth the short-term investment. Look beautiful and make your products last longer. Who needs Target when you can have a classic wardrobe that lasts for years?

Such a campaign represents a departure from the traditional lookbook approach of high-end online fashion retailers and makes me want to take note of Net-A-Porter's next steps. More to come from the service and product marketing realm in the months ahead. As I've said before i'm just beginning to carve out a new niche with this blog and excited to take my writing into some new domains.