The e-commerce giant has teamed up with a group of brands to offer shoppers a chance to secure in-demand items before they hit the market. The move is a bid to further differentiate Farfetch’s platform from competitors in an increasingly crowded market.
Ten brands have signed on for the launch, including Balenciaga, Khaite, Nanushka, Palm Angels, Oscar de la Renta and Farfetch-owned Off-White, the company said. Customers can preview and order looks four weeks before they hit the broader market. New previews of upcoming seasons will launch monthly, the company said.
For now, the clothes available for pre-order have already been made, with orders shipping four weeks after they are teased on the Farfetch website. Down the line, however, Farfetch sees the service as a sustainability play. The idea is to develop a “true pre-production proposition,” providing brands with a way to help manage inventory and minimise waste within the industry, said Jamie Freed, global vice president of Farfetch’s private client division.Business of Fashion