Burberry launches partnership with Farfetch
Luxury brand Burberry has embarked on a new global partnership with online fashion platform Farfetch as part of plans to strengthen its ecommerce presence.
For the first time, technology developed by Burberry has been integrated into the Farfetch operating system to enable the brand’s entire global inventory to be available through an ecommerce platform. This integration will expand Burberry’s distribution across the globe by giving it access to over 150 countries.
Daniel Heaf, senior vice president for digital commerce and digital marketing at Burberry, said: “Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer. We want the digital expression of our brand to represent the very best in brand and product storytelling whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer.”
Giorgio Belloli, chief commercial officer at Farfetch, added: “We’re so pleased to welcome Burberry to Farfetch as a direct brand partner. Our customers around the world love the brand, and working together means we can make sure lovers of fashion can have access to the greatest selection of Burberry products wherever they are in the world.”
The partnership will launch with “Show to Door”, an immediate around-the-clock London delivery service from Farfetch for 24 hours after Burberry’s February 2018 fashion show.
A capsule collection of re-issued pieces from the brand’s archive, re-released as part of the February 2018 runway collection, will be available for purchase immediately following the show. The collection features the Rainbow check, the latest iteration of Burberry’s most iconic symbol. In addition, three tote bags inspired by the February 2018 collection will be available only to Farfetch customers.
