Farfetch launches 'Store-to-Door in 90 Minutes' with Gucci
From 3.30PM GMT, customers in 10 cities were able to shop from a range of Gucci pieces via the Farfetch website and app, and receive their orders – delivered by Farfetch couriers - in just 90 minutes. Messengers in Farfetch logo biker jackets are already at work across four continents, fulfilling orders directly from Gucci stores in London, New York, Dubai, Los Angeles, Madrid, Miami, Milan, Paris, São Paulo and Tokyo.
Products range from signature Alessandro Michele-designed fur-lined loafers with floral embroidery to Dionysus hobo bags with tiger faces to window-pane check mannish suits for women. For gents, L’Aveugle par Amour frayed-collar gray T-shirts or steely grandpa cardigans in a red insect pattern.
Farfetch also combined with the Florentine label to produce a video where a trio of upset damsels – influencer Tamu McPherson, and models Yuko Araki and Laura Love - have either spilt coffee, or over-dried jeans or simply had their clothes stolen. Each then reaches for their mobile phones and orders instantly from their Farfetch app. The brands seen on one phone include Victoria Beckham, Rochas and Givenchy. To the tune of Johann Strauss’ Blue Danube waltz of 2001 Space Odyssey fame, shop assistants then lovingly wrap the orders.
Next up in the Farfetch pipeline, a Thom Browne flagship in New York using Store of the Future digital experiences, and Nicholas Kirkwood offering his customers the ability to customize his signature Beya loafers and mules via digital technology.
Founded in 2008 by the Portuguese entrepreneur José Neves, Farfetch is translated in 9 languages and express ships from partners to over 190 countries worldwide. It bills itself as "the online platform with the world’s greatest selection of luxury," something which might come as a surprise to Yoox Net-a-Porter.
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