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Farfetch renews brand identity in a time of acceleration

Farfetch renews brand identity in a time of acceleration
Observador · 16 Sep 2020
After registering a 74% increase in revenues between April and June and gaining half a million new customers, Farfetch, an online luxury fashion platform, renewed its identity and launched a new marketing campaign - "Doors open to the world of fashion.” The objective, the company says in a statement, is to promote" the idea of ​​a global fashion community capable of uniting across geographic, cultural and home borders”.

José Neves, founder and president of Farfetch, explains that the period of confinement due to the Covid-19 pandemic "significantly accelerated the movement of luxury fashion online sales." With the conquest of "thousands of new customers", adds the official company, brands, and stores began to prioritize more digital strategies.

"The market is now years ahead of where it would be without the confinement and customers who come to the platform are loyal, in what seems to be a permanent change in consumption habits. This is, therefore, the ideal time to launch the campaign 'Open doors to a fashion world', which celebrates the truly global nature of our business and our customers”, adds José Neves.

Holli Rogers, Farfetch's brand director, says that this new campaign - which the company says is "its biggest marketing campaign ever" - came after the pandemic triggered "a much faster migration to online" and will bring the global community together, "opening the door to a network with similar ideas, breaking boundaries, crossing borders and opening doors for fashion and fashion lovers around the world”.

In addition to this idea, Farfetch also revealed its new brand identity, with the "Farfetch Fuse”, a monogram that joins the uppercase "F" and the lowercase "f", representing "the connection of the traditional fashion world with needs of a technological, young and dynamic company”.

Launched in 2008 by the Portuguese José Neves, Farfetch currently links customers in more than 190 countries to products from around 1,300 brands, boutiques, and stores worldwide. In 2016, Farfetch became the first unicorn (a company valued at more than $ 1 billion) with Portuguese DNA and has been listed on the New York Stock Exchange since September 2018.

During the months of confinement in most countries (from April to June), revenues from Farfetch, the luxury fashion online store, grew 74% when compared to the same period in 2019, totaling 365 million dollars.