Luxury game-changer: Harrods chooses Farfetch as its e-tail partner
Two of the biggest names in luxury retail are now working together with Farfetch saying on Tuesday that it’s linking up with Harrods and will be the luxury department store’s global commerce platform provider.
More and more luxury names are partnering with e-tail specialists to drive their web operations forward, although it’s unusual for a department store to follow this route, especially one with such a global profile as Harrods.
And for Farfetch, it’s another coup after a series of announcements such as its link-up with Burberry, its acquisitions of Browns, CuriosityChina and Stadium Goods, and its earlier absorption of Condé Nast’s Style.com e-tail operation.
The companies said that Harrods will “leverage the full power of [our] enterprise white-label offering, Farfetch Black & White Solutions, to create a state-of-the-art global online destination for the iconic department store’s customer base.”
Similar to rival YNAP’s white-label operation, Black & White builds multi-channel e-commerce platforms “that enable retailers and brands to seamlessly interact with their consumers, while allowing them to focus on the creative aspects of their businesses.”
The new deal will see Harrods using Farfetch Black & White’s e-commerce management, operations support, international logistics support, and technical support.
Harrods will continue to operate and manage trading on the site, including marketing, brand relationship and product strategy, plus all creative and editorial content, and customer services.
Farfetch chief José Neves said: “Harrods is famous for its exemplary approach to customer service and ‘art of the possible’ philosophy. Achieving the highest level of customer service in a digital world can be difficult, which is why Harrods has chosen to partner with [us]. Our experience of building platform technology for luxury brands means that Harrods’ online offer will be every bit as exciting as the in-store experience.”
Harrods' MD Michael Ward added that the move allows it “to work with the market leader in e-commerce technology to deliver a seamless service online, which will continue to feel instantly and unmistakably Harrods. Our shared objective is to ensure that Harrods’ digital customers receive the same exemplary service as those who visit us in-store.”
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