Farfetch Launches ‘Farfetch BEAT’
Weekly Global Drop of the World’s Most Sought-After, Collectible Product, Curated in a Way only Farfetch can
- Provides a drop strategy like no other - Farfetch BEAT to leverage its unique community of brand partners, New Guards Group brands, boutique collaborations and sneaker and cult streetwear rarities from Stadium Goods
- Farfetch’s top international super brand partners, along with New Guards Group brands to run exclusive limited editions of ‘BEAT’ for dedicated brand devotees globally
- First digital-first, global drop strategy, dropping in all Farfetch markets from Japan, China to Russia, Middle East, Brazil and US, synchronously
- Farfetch ‘BEAT Collective’, led by Holli Rogers, is formed to curate the best product for BEAT; brings together incredible, global group of industry tastemakers and culture-definers
- First ‘BEAT’ coming in April – only on Farfetch
LONDON, U.K. Thursday 20 February, 2020 – Farfetch Limited (NYSE: FTCH), the leading global platform for the luxury fashion industry, today announced ‘Farfetch BEAT’, a unique drop strategy which leverages Farfetch’s community of curators and creators to bring unique product to Farfetch consumers globally in a way that’s never been done before.
Farfetch’s top international superbrand partners, along with New Guards Group brands including AMBUSH, Opening Ceremony, Off-White, Heron Preston and more will create limited-run pieces, capsules and exclusive product, while Stadium Goods will surface cult streetwear and sneaker rarities.
Leveraging its unique community, ‘Farfetch BEAT’ will also include collaborations with some of the world’s best boutiques to give its global customer base of fashion lovers access to pieces they can find only on Farfetch.
Farfetch has formed the ‘BEAT Collective’ to curate product for BEAT, led by Holli Rogers, Chief Brand Officer, Farfetch; Cristiano Fagnani, Chief Marketing Officer, New Guards Group; Carol Lim and Humberto Leon, co-Creative Directors, Opening Ceremony; John McPheters, co-Founder and co-CEO, Stadium Goods; and Ida Petersson Buying Director, Browns. Together, they bring some the of the industry’s deepest experience in spotting, launching and nurturing fashion brands and product, and have created some of the strongest culture-defining moments in fashion. It is planned that the ‘BEAT Collective’ will welcome other members over time, either as guest creatives or as permanent members.
“Our global luxury customers want access to the most relevant and most coveted fashion in the world. Coupled with this, many luxury brands are evolving their strategies and we expect an even greater shift in the industry away from traditional cycles to a drop model,” said Stephanie Phair, Chief Customer Officer, Farfetch.
“Farfetch is uniquely positioned to deliver on both our customer needs and the changing industry landscape. Leveraging our community of the world’s best brands, the most exceptional and beautiful boutiques and curators and now, our brand platform in New Guards Group, we can deliver the most sought-after product in the world for our customers, and surface regionally relevant trends to a global audience.”
“At the same time, for our industry partners, we can execute seamlessly on a global drop strategy across all markets including China, Japan, Russia, Brazil, the Middle East and North America, both on-and offline, allowing them to reach an unrivalled audience of engaged and high-intent luxury customers.”
Holli Rogers, Chief Brand Officer, Farfetch, said: “We’ll be creating and dropping fashion that is rare, limited run, highly covetable, collectible and that lovers of fashion just won’t be able to wait to get their hands on. The Farfetch BEAT Collective will be working with our fantastic network of brands, creative directors and industry leaders, celebrating the products that can only be found on Farfetch.”
‘Farfetch BEAT’ will be available on the Farfetch app to registered Farfetch customers and will land weekly every Wednesday. Over time, some drops will be available through Farfetch’s boutique network. The strategy forms a part of the company’s overall brand positioning, ‘Only On Farfetch’, which highlights Farfetch’s unique ability to give luxury customers access to products, brands, services and a community of the best curators in the world through its boutique network, which can’t be found elsewhere in luxury fashion. Other ways the company communicates its brand strategy is through ‘Farfetch Communities’, its showcase of community-driven content; its new-in strategy which features many exclusive capsules and collections; and its unique services, such as same-day delivery in multiple major cities and Positively Farfetch initiatives such as Thrift+, an on-demand charitable donation service, and Second Life, a handbag resale service.
‘Farfetch BEAT’ will launch in April. The first ‘BEAT” is a closely-guarded secret. Watch this space.