Farfetch Holiday strategy focuses on 'families' and conscious gifting

By

Sandra Halliday

Published
Nov 11, 2019

Farfetch has taken a powerful approach for its 2019 Holiday season campaign, placing its global community “at the heart of Holiday storytelling, focusing on the ways that people come together with family and friends for the holiday season”.

And at the same time, it’s focusing on making gifting different with an extra emphasis on conscious gifting and on special services for high-spending customers.

The campaign is looking at the classic concept of family “through a non-traditional lens” and “celebrates multiple different types of ‘family’ – from the family you’re born into or grow up with, to the families you choose and collaborate with – coming together for the Holiday season,” it said on Monday.

To do this, it has chosen three ‘families’ as the stars of the campaign, with “multi-generational creatives and their friends and relatives” showcasing its seasonal offer.

They include artist, writer, art director and event organiser Lotte Andersen and her creative friends. Included are photographer Lily Bertrand-Webb, curator Cairo Clarke and furniture designer Kusheda Mensah, all modelling their edit of this season’s partywear. 

System Magazine founder and fashion commentator Elizabeth von Guttman appears in the campaign alongside her real-life family – her mother Susan, son Lukas and daughter Margaux. An early champion of sustainability, she’s a strong name to include in a year in which eco is the guiding principle of so many campaigns.

Finally, Jordan Vickors and Josh Barnes of consultancy and DJ collective New Found Form step up along with “their multi-talented friends, who are moulding London’s streetwear scene” and have worked with Virgil Abloh, Kanye West, Stüssy and A-Cold-Wall*. 

It’s an undeniably intriguing gathering of influencers and to add to the impact they make, the Farfetch Community completes the curation with gift guides from collaborators including Anna Vitello and her sister-in-law (“who focus on the party shoes you need to get you through the Holiday season"), plus Igee Okafor and Alexander Roth (“who team up to edit the best party-worthy boots”). 

As mentioned, the retailer is also focusing this year on ‘conscious gifting’, including “exclusive pre-owned and vintage launches with over 10,000 pre-owned styles available on-site”. 

On Giving Tuesday (December 3), it will launch its conscious gift guide. Inspired by global movement Fashion Revolution and its 10-point manifesto, the e-tailer has curated a gift guide for the conscious shopper. Proceeds from this will be donated to Fashion Revolution “to help with their ongoing work campaigning for a fashion industry that values people, the environment, creativity and profit in equal measure”.

And not forgetting the high-spending VIPs who are essential to high-end fashion e-tailers, its Private Client service offering this season includes same-day delivery in 12 cities as well as a Fashion Concierge service sourcing “the rarest and most hard-to-find gifts”. In the past, it has sourced De Beers Enchanted Lotus earrings and necklace sets, and designed engagement rings directly with brands on behalf of clients, from sourcing the perfect stone to working on sketches and delivering the final ring.