NET-A-PORTER.com launches a FW11 advertising campaign that allows users to interact with ads on their mobiles   NET-A-PORTER, a premier online luxury fashion retailer, has announced the launch of its Fall/Winter 2011 (FW11) advertising campaign.   Shot by the legendary photographer Patrick Demarchelier, the campaign seeks to capture the thrill of receiving a purchase in the brand’s iconic packaging.  

NET-A-PORTER.com launches a FW11 advertising campaign that allows users to interact with ads on their mobiles

NET-A-PORTER, a premier online luxury fashion retailer, has announced the launch of its Fall/Winter 2011 (FW11) advertising campaign.

Shot by the legendary photographer Patrick Demarchelier, the campaign seeks to capture the thrill of receiving a purchase in the brand’s iconic packaging.

Interactivity extends identification with brand

“We see the ad as a celebration of the NET-A-PORTER woman. Our customers often tell us that they feel they are receiving a gift when their order is delivered and we wanted to capture that moment, in addition to showcasing the best of the season’s collections,” stated Alison Loehnis, NET-A-PORTER sales and marketing vice president.

It also continues to harness innovative technology to enhance and expand the customer experience, working with visual browser technology developer, Aurasma.

The technology collaboration has for the first time used technology that allows users to interact directly with the ads by downloading an app onto their smartphone or iPad2 to reveal exclusive video content taken from interviews with the models.

The online retailer also recently launched a new interactive shopping experience, called NET-A-PORTER Live.