Niki Gilliland says, “Net-A-Porter does not look like a typical online fashion store.

With its editorial layout and lifestyle-focused content, it’s far more akin to a fashion publication – a rival to the likes of Vogue or Elle magazine.

Content marketing has been at the core of Net-A-Porter’s strategy from the get-go, and it’s one of the reasons it has become such a biggest name in the world of luxury retail.

Here are four things brands of all kind can learn from it.

Merging content and commerce

Many consumers enjoy both the physical and personal aspect of shopping for luxury goods, including everything from in-store customer service to high-end packaging.

Net-A-Porter proves that online luxury retailers can mimic this by delivering value in other areas, making the transaction process a small and sometimes even arbitrary part of the customer experience“.

Four things brands can learn about content marketing from Net-A-Porter

Econsultancy

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