Farfetch boosts website with new content focus

By

Barbara Santamaria

Published
Mar 7, 2019

Farfetch has partnered with a group of fashion influencers including Chloë Sevigny, Riz Ahmed and Adwoa Aboah to launch Farfetch Communities as part of its new content strategy and as luxury retailers and e-tailers globally dive deeper into editorial content as part of their drive to boost customer engagement and sales.

The global luxury platform is ramping up its use of digital content to introduce “a new way to explore the world of fashion”, with a selection of industry icons, boutique owners and storytellers helping it move from releasing new editorial content every week to a daily basis.

Young artist Blondey McCoy and singer-songwriter Moses Sumney have also joined the new Farfetch Community, which will continue to grow and evolve over time with contributions from content creators from around the world.

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Putting the spotlight on both established and emerging brands across womenswear, menswear and kidswear, the community content will see global tastemakers share their inspirations, curate shopping edits and offer styling ideas while highlighting Farfetch’s product range.

Some of the world’s most influential boutiques such as Stadium Goods in New York, Browns in London (which Farfetch owns), L’Eclaireur in Paris and Antonioli in Milan, will be also be featured.

“Farfetch has brought the world’s curators and creators of fashion together with people all around the world. We wanted to take that a step further by building out Farfetch Communities to create an ever-changing, inspiring way to help our customers discover the things they love,” said company chief José Neves.

“We believe that fashion is the ultimate way to celebrate and express our individuality; it’s not about one way of dressing, one trend, one aesthetic, one single viewpoint. Farfetch was built with the help of a community of fashion lovers, from boutiques, to brands, to our customers, and over the last 10 years that community has expanded to include many more voices and viewpoints.

“We thought a great way to bring this belief to life and create an inspiring way to explore our range was to bring the people in our community together to share their inspirations and points of view with each other, creating a new way to discover fashion and shop.”

Golden Globe winning actress Chloë Sevigny hinted at the labels that will be included in her shopping edit, naming strong women such as Miuccia Prada, Simone Rocha and Vivienne Westwood as role models.

British model Adwoa Aboah added: “Fashion for me is all about creative freedom and having fun, so looking through the incredible range of fashion available on Farfetch, I was drawn to things that spoke into that idea of joy and freely expressing myself. I wanted to inspire people to go outside of their comfort zone and try something different with my selections.”

Farfetch Communities will be featured on the site and shared through the e-tailer’s social media channels.