Luxury ecommerce platform Farfetch teams up with Burberry and Chanel

Burberry to expand online reach

Last week Burberry announced their new partnership with leading global fashion technology platform Farfetch, with the objective to further strengthen its ecommerce presence. Technology developed by Burberry has been integrated with the Farfetch operating system, which means the brand’s complete global inventory will now be available online for purchase to over 150 countries.

Burberry will also be working closely with Farfetch on how the brand is presented on the Farfetch marketplace, ensuring their story and imagery provides a consistent digital experience.

To kick off the collaboration between the two fashion giants, a 24/7 ‘Show to Door’ delivery service from Farfetch was launched following the Burberry’s runway show during London fashion Week on Saturday. The brand has also released a capsule collection of reissued pieces from the brand’s archive, now available for purchase.

We are thrilled about our partnership with Farfetch. 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.

- Daniel Heaf, ‎SVP Digital Commerce & Digital Marketing at Burberry

Chanel to personalise and target millennials

The French fashion house Chanel has also teamed up with the UK-based global fashion retailer, with the aim to develop the brands’ digital approach. The initiative is to help create a personalised in-store experience, as well as better target the most sought-after consumer groups of today - the millennials.

Unlike the collaboration between Farfetch and Burberry, this is not a commercial deal and the online retailer will not be listing and distributing Chanel’s products. Digital innovations will instead be focused on improving customer services.

Chanel currently operates 192 bricks and mortar stores internationally and will continue to only sell a limited range online, according to Bruno Pavlovsky, president of fashion at Chanel:

To be clear, Chanel will not be selling on Farfetch, nor are we launching ecommerce. This deal is about accelerating and enriching the experience of the client before and after their visit to the boutique.