Brand communication - Essay Example

Brand Communication al Affiliation) The Net-A-Porter Group Limited is one of the best online retailer dealing in luxury fashion. It has established its website through the fashion magazine that offers customers the products required. An effective customer support team ensures the development of an efficient Customer Relationship Management (Peelen, 2005). The programs used for marketing ensure the attraction of new customers. In addition, they also ensure the maintenance of the existing customers.

Net-A-Porter uses print advertisements to appreciate the available customers. This means that the customers feel celebrated during the delivery of their purchased goods. Net-A-Porter focuses on the quality of the brand, packaging of the products, and an effective delivery service. There are printed publications available for the customers to inform them on the current fashion trends. This exposes the brand and creates awareness, therefore, attracting new customers. Net-A-Porter has developed a mobile application known as Aurasma technology.

The customers need to download the application, in order, to access different videos that show the campaigns of the advertisements. Such programs aid the customers in the determination of their required products in relation to the fashion trends (Peelen, 2005). The online retailer uses direct marketing through its managers. It uses email to communicate with the customers. In explanation, the manager in charge of the email marketing develops a regular email channel that supports the flow of information within the various departments.

This ensures that the emails sent to the customers influence their purchasing behavior to buy more products. The emails create a platform for the feedback from the customers. There is an analysis of such feedback in consideration of the customers’ needs. ReferencePeelen, E. (2005). Customer relationship management. Harlow, England: FT Prentice Hall.