LONDON — In a bid to tap into a wider worldwide audience, Givenchy is launching an e-concession on farfetch.com, and the retailer’s app, starting Monday.
Givenchy will sell the women’s and men’s collections, including leather goods, footwear, accessories and a “curated selection” of ready-to-wear and seasonal capsules directly on the platform.
The launch will be supported by a global, 360-degree marketing campaign running across digital, social and editorial channels throughout the autumn season, according to Farfetch.
Stephen Eggleston, chief commercial officer at Farfetch, said: “We are delighted to partner with Givenchy at a pivotal moment in its journey. Its creativity and craftsmanship are hugely desirable to our most exclusive clients, and welcoming the brand directly onto our platform reflects our shared commitment to elevating how our top global clients discover — and access — their most coveted creations worldwide.”
Mark Shorten, chief commercial officer of Givenchy, said the collaboration “further strengthens Givenchy’s global digital presence, enabling the maison to connect with new clients and audiences in markets around the world through a personalized and elevated online shopping experience.”
Farfetch sells to customers in more than 190 countries and territories and serves as a platform for 1,400 brands, boutiques and department stores. It has millions of luxury customers worldwide and, like other high-end digital platforms, has been paying extra attention to its EICs, or extremely important customers, who generate the lion’s share of sales.
As reported last month, Farfetch has appointed Manny Suero vice president of private client Americas in a push to grow the high-spending, loyal luxury customer base in the U.S., its largest single market.
In his new role, Suero will lead a team of personal shoppers serving top-tier clients across the U.S., as well as Mexico, Brazil and Canada, where affluent consumer pools are rapidly expanding.
“The personal connections and relationships with our most engaged clients are a top priority, and we will be doubling down on elevated and personalized services,” Suero said at the time of his appointment.
More e-concessions and tie-ups with luxury brands are on the way, according to Farfetch.
The company said partnering with brands “remains a critical part of the Farfetch strategy, as these partnerships are integral to providing our customers access to the very best selection and experience. We are preparing to launch a number of other key brand partnerships over the coming months.”
Farfetch said it offers its brand partners “several flexible models, and e-concessions remain a key element of our proposition.”
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