FARFETCH unveils its beauty portfolio | Business
LONDON–(BUSINESS WIRE)–April 20, 2022–
FARFETCH Limited (NYSE: FTCH, the “Company” or “FARFETCH”), the leading global platform for the luxury fashion industry, today announced the launch of Beauty in FARFETCH, Browns, Farfetch .com and Off-White™. This follows the acquisition of luxury beauty retailer, Violet Gray earlier this year, which brings industry expertise as well as a curated selection to offer on Farfetch.com, and expands the reach of the curator. of beauty to expand to FARFETCH’s global customer base.
Farfetch.com, Browns and Off-White™ will launch Beauty simultaneously with their own unique offerings. The launch of Beauty on Farfetch.com will allow FARFETCH to offer informed and engaged customers a curated selection of the industry’s most sought-after products, bringing together iconic global brands and independent brands to transform the retail experience at retail of beauty products, creating an environment that offers beauty beyond borders.
FARFETCH’s expansion into beauty presents an opportunity to target the growing global luxury beauty market, estimated at nearly US$69 billion and the second largest category in the global personal luxury market, after leather goods and in front of clothing 1.
In collaboration with Violet Grey, Browns and Off-White™, Farfetch.com will offer a curated selection of the finest luxury beauty products to serve customers of all ages, races, cultures and genders in an “only on FARFETCH” way.
As a marketplace, FARFETCH is uniquely positioned to be able to offer multiple views and voices in this important category led by the FARFETCH Beauty Global Collective, with Violet Gray founder Cassandra Grey, Erin Parsons, Isamaya Ffrench, Jawara, Mia Kong, Dr. Michelle Henry, Michelle Wong, Nico Hiraga, and Violet Chachki. Through a vibrant community approach, FARFETCH Beauty offers customers an immersive intersection between fashion and beauty, leveraging the platform’s innovation capabilities to deliver exciting features to customers, such as virtual try-on for the category makeup.
With this expansion into beauty, Browns is taking its community on a beauty journey as unique as its renowned fashion offering. As with the luxury retailer’s famed approach to fashion, Browns Beauty is everything about the selection, with some of beauty’s best products – from the most established to the most emerging – selected because of their conscious, clean, iconic, inclusive or innovative credentials.
Browns Beauty will come to life through quarterly themes, which will be explored in 360 degrees both online and offline; always inspiring, undeniably memorable and distinctly Browns. For its launch, “Big Little Rituals” celebrates the theme of community, partnering with the new Browns Beauty Community, an eclectic and creative beauty network of talent from across the beauty industry and beyond.
The Beauty Pod, a cohesive place for beauty in Browns East, will host a regularly rotating edition of the best in beauty, seamlessly blended to promote discovery and inspire trial-and-error. With world-class customer service provided by independent brand beauty specialists, customers can expect personalized advice and perfectly matched product recommendations from true beauty experts in-store and by email and live video chat. Additionally, Browns East and Browns Brook Street will each host highly curated in-store experiences and residencies with niche and cult beauty experts, featuring treatments designed specifically for Browns.
Off-White™ “Paperwork” is a beauty collection (re)imagined as an innovative toolkit designed to celebrate diversity and inspire self-expression; it invites all human beings to amplify their individuality and celebrate their potential, using playful technology and an unconventional philosophy to empower personal expression, pushing everyone to expand their potential beyond traditional beauty.
Off-White™ “Paperwork” will launch with Solution, a collection of four genderless fragrances that introduce revolution, initiating a playful and progressive dialogue.
FARFETCH Limited is the leading global platform for the luxury fashion industry. Founded in 2007 by José Neves for the love of fashion and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world. Today, the FARFETCH Marketplace connects customers in over 190 countries and territories with items from over 50 countries and over 1,400 of the world’s best brands, boutiques and department stores, delivering a shopping experience that’s truly and access to the widest selection of luxury products on a single platform. Additional FARFETCH businesses include Browns and Stadium Goods, which provide luxury goods to consumers, and New Guards Group, a platform for the development of global fashion brands. FARFETCH offers its wide range of consumer-facing channels and enterprise-grade solutions to the luxury industry as part of its Luxury New Retail initiative. The Luxury New Retail initiative also includes FARFETCH Platform Solutions, which provides enterprise customers with e-commerce and technology capabilities, and Future Retail, which develops innovations such as our Connected Retail solutions.
Browns has been a beacon of emerging design and established in London since its opening in 1970, when there were no luxury multi-brand boutiques in the UK. Founded by Joan Burstein affectionately known as Mrs B, Browns introduced some of the UK’s most prolific design talent and brands, including Ralph Lauren, Calvin Klein and Jil Sander, championing them in a way no one else could. no one else could. Today Browns, led by President Holli Rogers and Chief Executive Paul Brennan, under the direction of Farfetch which bought and invested in Browns in 2015, the retailer is becoming the luxury shopping experience of the future. . In 2021, Browns launched its new flagship product, Browns Brook Street, cementing Browns as an experiential retail provider, celebrating innovation and translating the brands’ pioneering spirit into new and exciting retail concepts that put emphasis on fashion, technology and the power of personal service. The new Mayfair flagship sits alongside Browns East on Club Row, Shoreditch. Visit Browns at brownsfashion.com or through the Browns Fashion app and follow us @brownsfashion on Instagram.
About Off-White c/o Virgil Abloh™
Created in 2013, Off-White™ defines the gray area between black and white as a color.
Under the brand, seasonal collections of men’s and women’s clothing, objects, furniture and editions articulate a current cultural vision. Collections embedded in a recurring story emphasizing the creation of garments that have an identity through design. With a design studio based in Milan, Italy, the brand harnesses the country’s history and craftsmanship while offering a global perspective in terms of design and trends. With a clear vision of splicing the reality of how clothes are worn and the artistic expression of high fashion, creative director and designer Virgil Abloh explored concepts in the field of youth culture in the contemporary context.
1 Bain Altagamma Luxury Study 20th edition, November 2021. 2021E Global market size for luxury beauty: €60 billion ($68.9 billion using USD/EUR exchange rate as of 11 November, date of publication report
SVP Communications, Global
Senior Communications Manager
KEYWORD: UNITED KINGDOM EUROPE
INDUSTRY KEYWORD: ONLINE RETAIL FASHION LUXURY COSMETICS RETAIL
Copyright BusinessWire 2022.
PUBLISHED: 04/20/2022 05:39 AM/DISC: 04/20/2022 05:39 AM
Copyright BusinessWire 2022.