Luxurious market Farfetch is refreshing its model id alongside a
new international marketing campaign that places its boutique enterprise mannequin “entrance and
centre”. The marketing campaign ‘Open Doorways to a World of Trend’ celebrates the
companies international group, whereas the overhauled web site aesthetic goals to
cement its place as a trend authority within the luxurious sphere.
The brand new “streamlined and trendy” model id encompasses a new emblem,
profile and ‘Fuse’ monogram. The refreshed really feel it provides has a “extra curated
method,” introducing extra white area together with a brand new typographic
palette that features a bespoke typeface ‘Farfetch Foundation’, designed in
partnership with Colophon Foundry, alongside the extra graphic font household,
Nimbus and the bespoke monogram.
Farfetch labored with Munich-based design studio Bureau Borsche to
generate a wholly new cohesive visible system for the model with the purpose
of constructing on its international repute, whereas additionally resonating with its
Alongside the brand new look, Farfetch have additionally established a digital
framework to raise the shopper expertise, while complimenting its
intensive group of manufacturers and boutiques.
Holli Rogers, chief model officer of Farfetch, mentioned in an announcement:
“With our new model id, we wished to introduce a forward-looking
imaginative and prescient for the model whereas honouring the Farfetch id as a single and
singular vacation spot, powered by modern expertise, by way of which to
entry the best designers – established and emergent – trend curators
and most discerning boutique house owners throughout the globe.
“Farfetch is now in its second chapter as an organization, partnering with the
world’s greatest designers and shops and we want an id that displays
that. It marks a brand new period of expression, ambition and evolution. That is the
good second to construct on our development and our journey up to now.”
Farfetch introduces its personal bespoke monogram as a part of new model
The ‘Farfetch Fuse’ monogram is on the coronary heart of the refresh and can act
as an “integral communication device” which it states will “join the
conventional trend world with the wants of a dynamic digital firm,”
whereas performing as a “seal of approval” for its curated product vary.
“When issues are fused, they be part of collectively bodily or chemically to
develop into one,” provides Farfetch. “On this case, ‘The Fuse’ is a fusion between a
capital ‘F’ and decrease case ‘f’ and represents the inherent duality of the
model – it’s a platform the place there’s a steady dichotomy between the
basic and the fashionable, the established and the experimental, the romantic
and the revolutionary.”
Louise Robertson, artistic director product of Farfetch, added: “Not
solely is the monogram a motif born from our new logotype, it’s additionally
important for small-size context corresponding to an app icon. Immediacy is predicted
in digital mediums and this flexibility in our model toolkit permits us to
talk our model in all mediums from large billboards to cellular residence
screens throughout the globe.”
Farfetch launches international marketing campaign ‘Open Doorways to a World of Trend
To launch the refreshed Farfetch, the model has constructed a world
marketing campaign, referred to as ‘Open Doorways to a World of Trend’, with the purpose of
sending a message of togetherness, open-mindedness and optimism, whereas
celebrating the worldwide group that’s the trend business.
Created with British photographer Harley Weir, Chinese language photographer
Leslie Zhang, Russian stylist Lotta Volkova and French filmmaker Simon
Cahn, the marketing campaign additionally features a vary of creatives from throughout the
world, together with the Broadway playwright and actor Jeremy O. Harris,
trend muse Veronika Kunz, music artist Kindness, London poet Sonny Corridor,
Chinese language actress Angelababy, environmentalist Wilson Oryema, Vogue cowl
woman Kesewa Aboah and “new faces to look at” from China, Nigeria, and India.
Commenting on the marketing campaign, Rogers, mentioned: “This marketing campaign brings a way
of optimism and ‘togetherness’. In a world the place maybe we are able to’t
bodily be collectively proper now, the place we are able to’t journey to our favorite
boutiques or buying locations we wished to specific how we are able to convey
the world of trend to folks in every single place now and sooner or later.
“Farfetch lives on the intersection of two worlds – trend and expertise.
These worlds had been already merging earlier than the worldwide pandemic, however the transfer
to on-line is accelerating.”
The marketing campaign goals to evoke the sensation that by way of altering instances and
new beginnings, the facility of particular person expression is larger than ever,
explains Farfetch, whereas celebrating the facility to “dream new goals, to
discover new worlds and to open doorways to limitless potentialities”.
The ‘Open Doorways’ marketing campaign will launch throughout its key markets in New
York, Shanghai, London and the Center East, throughout Out of Residence (OOH),
print, social, on-line and TV, a primary for the digital-first firm.
Rogers, added: “By means of this marketing campaign, we convey our personal extremely
distinctive international group collectively, opening doorways to a community of
like-minded souls: breaking boundaries, bypassing borders – opening doorways
to trend and trend lovers in every single place.”
There may even be a TikTok problem, a Snapchat Portal Lens, the place
clients can just about go to Farfetch boutique companions globally, a brand new
YouTube channel, and a collection of “intimate conversations” on Instagram, as
properly as content material partnerships with Vogue, Harper’s Bazaar, Highsnobiety,
Extra Or Much less and AnOther Journal.
Ronojoy Dam, model and tradition director of Farfetch, mentioned: “Our marketing campaign
is enriching and uplifting, stunning and forward-looking. Our imaginative and prescient is
heartfelt – we wished it to really feel inclusive, elegant and idiosyncratic in
equal components. Trend is about dreaming, storytelling and expression –
designed now greater than ever to be empowered and empowering. We’re proud to
have labored with visionary worldwide expertise to convey this marketing campaign to
The Farfetch market connects clients in over 190 nations with
luxurious gadgets from greater than 50 nations and almost 1,300 of the world’s
greatest manufacturers, boutiques and malls, by way of a single platform.
Photos: courtesy of Farfetch