Burberry strengthens its e-commerce presence with new global partnership with Farfetch
Global inventory available for first time on Farfetch.com
Expands Burberry’s reach to over 150 countries, reinforcing omnichannel leadership
LONDON, 19-Feb-2018 — /EuropaWire/ — Burberry today announces a new global partnership with Farfetch, the leading global technology platform for the fashion industry, to further strengthen its e-commerce presence.
For the first time, technology developed by Burberry has been integrated to the Farfetch API – the platform’s operating system – allowing the brand’s entire global inventory to be available through an e-commerce platform. This integration will expand Burberry’s distribution globally, giving the brand access to over 150 countries.
The partnership will see Burberry working closely with Farfetch on how the brand is presented on the Farfetch marketplace, ensuring the images and narrative provide a consistent and curated digital experience.
Daniel Heaf, SVP Digital Commerce & Digital Marketing at Burberry, said: “We are thrilled about our partnership with Farfetch. 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, said: “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 technology underpinning the partnership with Farfetch will also enable Burberry to deepen its relationships with other existing and new e-commerce partners. The new format grants partners previously unavailable levels of depth, flexibility and transparency of Burberry’s inventory, and allows Burberry to reach an expanded cohort of customers.
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 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 to the capsule collection, three tote bags inspired by the February 2018 collection will be available only to Farfetch customers.
Established in 1856, Burberry is a global luxury brand, built around its core iconic outerwear.
Burberry is headquartered in London. It is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.
Visit www.burberryplc.com for further information.
About Farfetch Group
The Farfetch Group consists of Farfetch.com, Farfetch Black & White, Store of The Future and Browns (including Brownsfashion.com).
Founded by Portuguese entrepreneur José Neves in 2007 and launched in 2008, Farfetch was launched as an e-commerce marketplace for luxury boutiques around the world. Farfetch has since evolved into a platform for the luxury industry, connecting customers in over 190 countries with items from over 700 of the world’s best boutiques and brands from over 40 countries. Farfetch ensures a truly unique experience with the ability to shop the most extensive selection of luxury on one platform.
Farfetch is a true global omni-channel platform with the proprietary end-to-end API at the core of an unrivalled technology and logistics network. Through its business units Store of The Future, Farfetch Black & White and Browns, Farfetch continues to invest in innovation and develop key technologies, business solutions and services for the luxury fashion industry, connecting online and offline retail. Store of The Future is a customized suite of technologies developed to help brands and boutiques enhance the customer journey by bridging the offline and online worlds.
Farfetch is backed by world-renowned tech and luxury investors, Advent, Index Ventures, Condé Nast International, Vitruvian, DST Global, IDG, Temasek, Eurazeo and JD.com.
SOURCE: Burberry Group Plc.