Farfetch believes now is the “perfect time” to invest in building its brand through a new campaign and identity, as the online luxury fashion platform seeks to capitalise on a “record-breaking” few months.
Global CMO Gareth Jones, who joined Farfetch during lockdown after more than four years at eBay, recognises that often during tough times the first thing companies pull is “classic brand building activity”. However, he is confident that going in a different direction is right for his brand.
“This is the first time Farfetch has really endeavoured to spend into those brand building channels and we think that given all the secular and structural shifts this is the perfect time to do that, because the impact will be over the longer-term and hopefully we’ll start reaping that benefit in 2021,” Jones explains.
Launching today (16 September), the ‘Open Doors to a World of Fashion’ campaign is designed to celebrate the global fashion community and shine a spotlight on the 1,300 luxury brands, boutiques and retailers selling via the Farfetch platform. The campaign is being supported by a new brand identity, with a bespoke typeface specifically designed to work as an app icon.
Spanning outdoor, print, social, online and addressable TV – a first for Farfetch – the campaign is rolling out in London, New York, Shanghai and key markets across the Middle East.