Luxury fashion community and online retailerFarFetch, is working with Rakuten Marketing
to reach luxury shoppers around the world through partnerships with
high-end content sites and bloggers. So far, the global affiliate
programme has driven a 91per cent rise in annual sales revenue.
With the UK ecommerce trade surplus totalling over £720 million, FarFetch has benefited from growing demand and is now shipping to over 180 territories serviced in 9
different languages. The retailer wanted to push international demand
further by investing in affiliate marketing to grow brand awareness
globally amongst luxury shoppers in international markets, including
Australia and the APAC region.
Rakuten
Marketing drew on its own international presence to build relationships
for Farfetch across the globe with a high volume of publishers targeted
solely at the luxury shopper. The network concentrated on bloggers, as
well as established publishers such as ShopStyle, Lyst and DealMoon.
Bloggers act as brand ambassadors to local, relevant and engaged
followers, whilst discovery shopping sites are often a first port of
call for fashion-conscious shoppers looking for the latest trends.
Farfetch now has over 1,600 content and blogger sites in its programme,
each of which are engaging international shoppers with the brand.
Natasha
Lawley, Performance Marketing Manager at Farfetch commented: “Rakuten
Marketing’s international footprint and understanding of the luxury
space has helped us align our international programmes and reach a wider
pool of luxury shoppers. We knew we had to maintain a high-end brand
positioning in all markets if we were to see success through the
affiliate programme, and we have been able to grow brand awareness,
without devaluing the brand. Our partnership has resulted in impressive
YoY performance, with affiliate marketing driving over a quarter of our
revenue, and we are excited to further develop this relationship.”
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