×
6 669
Fashion Jobs
HARVEY NICHOLS KNIGHTSBRIDGE
Collect in Store Consultant
Permanent · LONDON
FRASERS GROUP
HR Systems Administrator
Permanent · SHIREBROOK
FRASERS GROUP
Site SEO Manager
Permanent · STRETFORD
HOLLISTER CO. STORES
Hollister CO. - Graduate Manager in Training, Stratford (Westfield)
Permanent · London
HOLLISTER CO. STORES
Hollister CO. - Graduate Manager in Training, White City London (Westfield)
Permanent · London
SELFRIDGES
Tech Business Analyst - Customer & Omni
Permanent · LONDON
NEXT
Sales Manager - Coventry Arena RP
Permanent · COVENTRY
EVERLAST GYMS
Assistant General Manager - Everlast Fitness
Permanent · SELBY
EVERLAST GYMS
Assistant General Manager - Everlast Fitness
Permanent · EPSOM
EVERLAST GYMS
General Assistant - Everlast Gyms
Permanent · SALE
EVERLAST GYMS
Assistant General Manager - Everlast Fitness
Permanent · DENTON
FRASERS GROUP
Warehouse Section Manager - Night Shift
Permanent · SHIREBROOK
VIVIENNE WESTWOOD
PA to Creative Director
Permanent · LONDON
DR. MARTENS
eu HR Administrator - French And/or German Speaking
Permanent · LONDON
HARRODS
Cleaning Operative- Day or Night
Permanent · LONDON
HARRODS
Uniform Security Officer (Cctv Operator)
Permanent · LONDON
FLANNELS
Beauty Brand Manager - Pat Mcgarth
Permanent · BELFAST
HUGO BOSS UK LTD.
Sales Executive - Shoes & Accessories + Bodywear & Hosiery
Permanent ·
HUGO BOSS UK LTD.
Womenswear Sales Manager
Permanent ·
HUGO BOSS UK LTD.
Ecommerce Marketplace Manager Northern Hub
Permanent ·
HUGO BOSS UK LTD.
Finance Manager (Maternity Contract)
Permanent ·
HUGO BOSS UK LTD.
Sales Executive Boss Menswear
Permanent ·
Ads
Published
Apr 14, 2021
Reading time
3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Farfetch campaign addresses the new normal, stars its boutique community

Published
Apr 14, 2021

Farfetch has unveiled a major new global brand campaign called The Perfect Match. Linked to its #onlyonfarfetch theme, it comes as it continues to stress that a “commitment to the boutique community” is “at its heart”. 


Farfetch



The new campaign focuses on many of the qualities that consumers have been seeking in the changed world we live in with Farfetch saying it unfolds “through a multi-layered narrative, with disarming simplicity, honesty and warmth”. Interestingly for an online specialist, it also “celebrates the joy of both physical and digital retail”.

It comprises a multimedia series of portraits and films, all shot remotely across five continents during lockdown by photographer and director Frank Lebon and styled by Max Pearmain.

The focus is on “uplifting stories behind six very different shopping experiences” with the e-tailer having handed the creative reins “to notable customers and cherished boutiques”.

The creative shots and films show how the company works and “what it enables: giving millions of customers around the globe access to the world’s best fashion boutiques, retailers and brands. At a time when physical retail has been challenged, the campaign reminds us of the influence of independent boutiques — and of the passion, individuality and curation they represent”.

Actor Huang Jingyu, artist Chloe Wise, entrepreneur Tamu McPherson, writer and curator Antwuan Sargent, filmmaker Pam Nasr and musician Tsunaina “present journeys that juxtapose the global with the personal” via purchases from some of the stores that operate through Farfetch.

They include London concept store Browns’ new flagship, Carla Sozzani’s 10 Corso Como in Milan, Stadium Goods’ Chicago sneaker emporium, pre-owned vintage archive Dot Comme in Melbourne, Hong Kong retail destination Joyce, and Telsha Anderson’s TA, which opened in New York City during the pandemic.

It’s interesting that the campaign gives “equal importance to those who buy — Farfetch’s friends and customers — and those who sell — fashion retailers responsible for the industry’s most discerning stores”.


Farfetch


The new marketing drive comes as brands and retailers globally are navigating a very different world from the one they found themselves in before the pandemic. And it's one in which marketing campaigns are being adapted to take into account the ‘new normal’ and the new ways that consumers are thinking and acting, whether the country they live in is in an opening-up phase or is facing new Covid waves.

The launch is exactly a year after Farfetch’s #supportboutiques initiative, which provided marketing and logistical support to smaller boutique partners during the height of the Covid-19 pandemic.

The firm’s Brand and Culture Director Ronojoy Dam said: “Farfetch operates a unique business around a very clear proposition. Our boutique community is at the heart of Farfetch and this campaign gives our platform over to them, putting them front and centre of our message and our media in a very simple way. People want to connect to something real and discover something new. The campaign is very true to who we are and what we do, and I think that’s very important today.”

Copyright © 2022 FashionNetwork.com All rights reserved.