Despite the impacts of the pandemic on the fashion industry, Farfetch has used the time to create a campaign to showcase its identity as a global marketplace that has offered a lifeline for many.
With the majority of stores closed at one time or another during the past six months, Farfetch’s platform has offered a digital route to market that many high-end boutiques may not have otherwise had.
The campaign ‘Open doors to a world of fashion’ represents this opportunity that brings to the forefront Farfetch’s USP.
Chief brand officer Holli Rogers said: “This campaign brings a sense of optimism and ‘togetherness’. In a world where perhaps we can’t physically be together right now, where we can’t travel to our favourite boutiques or shopping destinations, we wanted to express how we can bring the world of fashion to people everywhere now and in the future.
“Farfetch lives at the intersection of two worlds – fashion and technology. These worlds were already merging before the global pandemic, but the move to online is accelerating.
“Through this campaign, we bring our own highly distinctive global community together, opening doors to a network of like-minded souls: breaking boundaries, bypassing borders – opening doors to fashion and fashion lovers everywhere.”
As well as out of home, print and online, Farfetch will run its campaign on television in what Rogers calls a “logical” step for the retailer.
With the aim of targeting the younger demographic, Farfetch is also planning a TikTok challenge, Snapchat Lens and is launching its own YouTube channel that will feature some of its biggest fashion names.
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