NET-A-PORTER.COM, the world’s premier online luxury fashion destination, has created its first dedicated micro app for a commercial partner. The new micro app, which sits within NET-A-PORTER’s shopping app for iPad and iPhone, was produced for the luxury hotel company Dorchester Collection by NET-A-PORTER’s in-house mobile team.
The micro app for Dorchester Collection aligns designer fashion with high-end travel as part of a new global advertising campaign that embraces the breadth of NET-A-PORTER’s cross platform media channels. With one million users, the NET-A-PORTER app gives the perfect platform for Dorchester Collection to showcase globally the luxurious experiences on offer across a selection of its properties to an audience of affluent, well travelled, fashion loving women. This is the first time Dorchester Collection has activated a media partnership on a digital platform. The advertising campaign and partnership was developed in collaboration with the international team at Initiative, Dorchester Collection’s media agency.
Available now, this unique micro app allows users to explore four of Dorchester Collection’s five star hotels, including The Dorchester Hotel on London’s Park Lane, Hotel Plaza Athénée in Paris, and The Beverly Hills Hotel and Hotel Bel-Air, both in Los Angeles. The content features aspects of each hotel’s unique experiences, from the suites and spas to the bars and restaurants headed by Michelin-starred chefs, as well as local city guides, including cultural and leisure highlights. Users can also browse and shop NET-A-PORTER’s editor’s pick of the perfect capsule collection to match the hotel and city via bespoke fashion shoots featuring products from the world’s leading designers. The user experience is completed with an exclusive offer from Dorchester Collection, which allows users to book top suites within any of the four featured hotels at a special NET-A-PORTER rate.
Tess Macleod Smith, Vice President, Publishing and Media at THE NET-A-PORTER GROUP Limited said: “This is the first time NET-A-PORTER has created a mico app for a media partner and reflects NET-A-PORTER’s growing commitment to providing brands with highly integrated, content-led solutions that harness the latest technology, particularly mobile which is one of our fastest growing and most exciting platforms.”
Sarah DeMartini, International Group Account Director at Initiative said: “Partnering with NET-A-PORTER was an obvious choice for Dorchester Collection as they both represent prestige, elegance and innovation. Thanks to the significant quality of the brand, it perfectly showcases new levels of integration, scale and engagement for Dorchester Collection.”
Helen Smith, Vice President Sales & Marketing at Dorchester Collection, adds, “To partner with such an esteemed premium online fashion destination is an exciting move for Dorchester Collection. NET-A-PORTER caters to successful, fashion-savvy women who are time-poor but enjoy life’s luxuries, making the micro app the perfect platform on which to showcase Dorchester Collection’s exceptional portfolio of properties.”view more - Creative