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Net-A-Porter Marketing Strategies and E Commerce Websites

'BOBO' Via Net-A-Porter

'Bohemian Bourgeoisie' is the slogan for Net-A-Porter's sling of S/S deliveries. The point, though, seems slightly redundant. Anyone who can afford a 3,000 dollar beaded top probably doesn't have to worry to about whether their wardrobe is 'luxe' enough for the season. This person doesn't ever say "Hmm, I wonder if I should go for Hobo or Bobo this S/S?". It's not as if we entirely disagree with the slogan though. Yes, bohemian sensibilities crop up every S/S. Yes, if we visit Net-a-Porter, some part of us either wants to be 'luxe' or already is. It's redundant but you can't fault them for knowing their customer base. The tricky situation, of any e-commerce site, is making a direct connection between the glossies, the look books, the runway shows, and, uh, the shopping carts. It's the combination of aesthetic escape and consumer reality, an unattractive discord indeed.




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