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Brief Published: 20 Jun 2019

Farfetch x Gucci: Targeting Fashion Communities

Farfetch x Gucci Open House

Global e-commerce platform Farfetch has partnered with Gucci to create branded content for Farfetch Communities, the e-tailer’s customer loyalty programme. Across eight months, the Gucci Open House series will introduce different Gucci mega fans through curated editorials and interviews.

Since launching in March 2019, Farfetch Communities has already featured a number of industry influencers – including model Adwoa Aboah and actor Chloë Sevigny – with each curating a shoppable edit for the site. Gucci Open House is the platform’s first fashion house collaboration; it aims to give shoppers an insight into how Gucci superfans incorporate the brand into their everyday lives.

Farfetch offers a wide range of products from individual boutiques and sellers around the world. This unique proposition means the company can offer competitive prices, but it has little editorial control. Gucci Open House is a continuation of Farfetch’s aim to carve out its own brand identity, while also capitalising on its boutique-style platform. 

“This is about expressing the Farfetch brand and ethos in a unique way,” said Farfetch founder and chief executive, José Neves. “We have a community of the best curators of fashion. We have boutiques, designers and brands, and we also have fashion consumers from all over the world. Now, we are leveraging the power of our community.”

In the future, the brand hopes to offer exclusive branded content for niche consumer tribes like sneakerheads and streetwear fans.

For more on how brands are extending the shopping experience, see Luxury Fashion’s Open Source Thinking: 6 Key Takeaways.