Burberry has announced a new global partnership with Farfetch, the leading global technology platform for the fashion industry, that expands the brand's reach to over 150 countries with its entire global inventory.
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For the first time, technology developed by Burberry has been integrated to the Farfetch API – the platform’s operating system - allowing the brand’s global inventory to be available through an e-commerce platform.
The move further strengthens Burberry's e-commerce presence.
The partnership will see Burberry working closely with Farfetch on how the brand is presented on the Farfetch marketplace, ensuring the images and narrative provide a consistent and curated Digital experience.
Daniel Heaf, SVP Digital Commerce & Digital Marketing at Burberry, said: “Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer.
"We want the digital expression of our brand to represent the very best in brand and product storytelling whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer.”
The partnership will launch with “Show to Door”, an immediate around-the-clock London delivery service from Farfetch for 24 hours after Burberry’s February 2018 show.
A capsule collection of re-issued pieces from the brand’s archive, re-released as part of the February 2018 runway collection, will be available for purchase immediately following the show.
The collection features the Rainbow check, the latest iteration of Burberry’s most iconic symbol.
In addition to the capsule collection, three tote bags inspired by the February 2018 collection will be available only to Farfetch customers.
Giorgio Belloli, Chief Commercial Officer at Farfetch, said: “Our customers around the world love the brand [Burberry], and working together means we can make sure lovers of fashion can have access to the greatest selection of Burberry products wherever they are in the world.”
The technology underpinning the partnership with Farfetch will also enable Burberry to deepen its relationships with other existing and new e-commerce partners.
The new format grants partners previously unavailable levels of depth, flexibility and transparency of Burberry’s inventory, and allows Burberry to reach an expanded cohort of customers.
