Our recent rebrand to FARFETCH Advertising marks a renewed commitment to driving results for luxury partners in an increasingly competitive environment. Over the past decade, having run countless marketing and advertising campaigns for luxury brands, from international powerhouses to exciting emerging partners, FARFETCH has witnessed this intensified competition firsthand.
With 40 million monthly unique users across 190 markets and a wide selection from the world's most sought-after brands and boutiques, the marketplace itself is a testament to the variety of incredible luxury choices available. To connect with users, brands must implement differentiated experiences, personalisation and seamless discovery, consistently over time. Brand equity is important, but not enough on its own to compete in the attention economy. To put it into perspective, even some of the biggest superbrands on FARFETCH only capture a fraction of our site traffic. It’s an enormous opportunity, and that’s precisely the gap that FARFETCH Advertising fills.
Our team of advertising specialists, campaign managers and analysts work hand-in-hand with luxury brands to identify growth opportunities, build bespoke advertising strategies and execute upon agreed KPIs. For brands with in-house expertise or media agencies, we’ll soon be launching a self-service platform to enable even greater freedom and flexibility. Our full funnel product offering is designed to optimise every stage of the complex path to purchase, including on-site Display, CRM, Paid Social and Sponsored Products. Depending on each partner’s strategy, these ads can be tailored to preferred markets and audience segments, using a combination of behavioural, contextual and affinity targeting. This creates a real service differentiator from editorial and organic channels, which, whilst beneficial for maintaining a baseline of discoverability, cannot be solely relied upon to drive uplift.
Consider Versace a brand with considerable prestige, an established customer base and a high ranking on the marketplace. Their ongoing collaboration with FARFETCH Advertising has enabled them to consistently attract new, high-intent audiences and thereby maintain a competitive edge. During their AW24 campaign, App Page Views increased by 50% with almost 60% of campaign clickers not having viewed Versace in the last 12 months. These new users were qualified and high-intent, driving above-benchmark Add To Bag/Wish List actions for Versace.
For many of the well-known brands who partner with us - including Dolce&Gabbana, Valentino, Brunello Cucinelli and Ralph Lauren - the size of the FARFETCH audience also creates an opportunity to showcase their brands cross-category with differentiated audience segments, from Kidswear and Homeware to Watches & Jewellery.
FARFETCH Advertising also executed a performance-focused initiative specifically for Versace Watches. This dual approach drove a holistic uplift, reinforcing Versace's standing as a comprehensive luxury lifestyle brand, in addition to driving excellent ROAS across both product lines. A representative of Timex Group said of their Versace Watches campaign: “FARFETCH Advertising enabled us to drive meaningful brand engagement and visibility during a key sales period. The versatility of the campaign, particularly through Sponsored Products and Social Amplification, delivered measurable results and outstanding return on investment.”
With scalable pricing models, FARFETCH Advertising drives results for emerging brands, too. Milan-based jewellery brand EMANUELE BICOCCHI have been partnering with FARFETCH Advertising for the last 5 years, leveraging a variety of ad products to reach incremental audiences, particularly Gen Z and millennials (who represent ¾ of FARFETCH’s customers). As a result, their brand penetration has increased on average 70% annually. Founder and CEO Emanuele Bicocchi explained that FARFETCH Advertising has "allowed us to increase global awareness and communicate who we are in markets where we have no physical presence or wholesale partners, such as Mexico, Brazil, and Australia. Thanks to FARFFETCH Advertising, we've been able to reach a more diverse audience and share a more inclusive, genderless vision of Emanuele Bicocchi Jewelry".
Our marketplace offers ample opportunity for every brand - global, local, established or emerging - to command attention and achieve their goals. FARFETCH Advertising is here to help partners seize that spotlight, in a strictly luxury environment. We look forward to hearing from you at advertising@farfetchadvertising.com.
Emily Nearn, Head of Sales