How does a tech firm become a force for good in luxury fashion?
Founded in 2007, Farfetch is a luxury fashion platform that helps thousands of brands and boutiques reach customers from all corners of the globe. Following a successful IPO in September 2018, the tech firm embarked on a new strategy for its second phase of growth, with a commitment to ensure Farfetch becomes the global ‘platform for good’ in luxury fashion.
Our brief was to create a brand that would help the business organise and promote the different aspects of its sustainability strategy – from reducing operational impact to exploring circular business models and encouraging consumers to make more sustainable fashion choices.
We worked with Farfetch to create Positively Farfetch – a brand capable of stimulating its employees, its partners and its customers to participate in industry-leading sustainability initiatives. From blockchain authentication of vintage fashion to the promotion of more conscious consumption, Positively Farfetch is designed to become a beacon for the industry to follow.
Not so niche
One of the challenges facing sustainability teams in business is to avoid making their work feel too niche. The term ‘sustainability’ is in itself problematic in that it means different things to different people. So we wanted to make the brand feel inclusive, engaging and outward-looking – definitely not restricted to sustainability professionals.
Our approach was to capture ‘Farfetch on a good day’ – a force for good in an industry that is still coming to terms with its environmental, social and animal welfare responsibilities. As a platform that connects designers, boutiques and consumers with disruptive technologies and business models, Farfetch enables all of them to make more positive and sustainable choices.
Conviction comes from within
Positively Farfetch first launched inside the business with a number of high profile initiatives – with partners such as Kiva – that were designed to make the strategy tangible for employees. It has already captured the imagination of Farfetchers across the world including CEO & founder Jose Neves who has built Positively Farfetch metrics into his own personal objectives.