Farfetch had a very unique proposition, a fashion ecommerce bringing together over 250 of the best independent global fashion stores, making their 82,000 highly curated products available at the click of a button. However the fashion industry moves fast and they needed to make sure they stayed relevant and increased their global reach. In order to do so they entered into a global brand sponsorship of the British Fashion Council's LONDON show ROOMS events, a place where British talent is fostered and given international exposure. They needed a simple and effective platform to be able to communicate this sponsorship to buyers and fashion journalists.
PEOPLE CENTRIC STRATEGY
They needed to engage with fashion buyers and journalist in order to reinforce and constantly re-establish that they have the most eclectic and diverse range of styles sourced from a global network. This partnership, where they support up and coming fashion designers, was the ideal vehicle. However they needed to find a way to communicate this sponsorship in an engaging and influential way to this niche and over stretched target audience. Therefore it had to be a tool that supported their experience at the LONDON show ROOMS in a seamless and involving way.
In the past designers handed out pieces of paper at the show as an aide memoire to the fashion buyers and journalists due to lack of funding. This was inconsistent and not professionally presented and their information could be lost.
In each of the 10 cities that the LONDON show ROOMS appeared we had 40 iPads, each loaded with an app which had an interactive guide to all the designers in the showroom allowing them to show their whole collection on a catwalk and give their contact details and management. Each designer's iBook was downloadable and emailable as a PDF allowing the buyers and journalist to conveniently store their information to use at a later date.
Immensely positive feedback from the fashion buyers and press and from the designers because it led to a better understanding of the collections and more opportunities for designers to sell their collections which had a halo effect on Farfetch as the facilitator.