Farfetch's Browns launches mobile shopping and content app

By

Sandra Halliday

Published
Sep 29, 2019

Luxury London fashion retailer Browns has launched an app with the Farfetch-owned company saying that more than 500 new products will drop via the platform on a weekly basis.

The company, which sells blockbuster luxe labels such as Gucci, Prada and Bottega Veneta, will also use it to highlight exclusive drops and capsules from the newer names that are (or are set to be) making an impact. 

It’s a one-stop-shop offering just about everything that can be accessed via the retailer’s main website and there will also be exclusive shoppable editorial content, both static and video. 

Shoppers will be able to enable alerts that let them know when the latest drops are live and these will grant them access to sales and promotions before anyone else. 

Mobile apps have become increasingly important for fashion shoppers with company after company reporting surging sales via mobile. And while trends as recently as two years ago showed consumers still preferring to buy the kind of high-price items that Browns sells via desktop, their confidence seems to have increased more recently and a larger proportion of luxury sales are going through mobile too. This is particularly so as mobile-loving markets in Asia account for an ever larger chunk of luxury sales.