Global E-Commerce Site Partnered with Award-Winning Creative Agency Droga5 to Build Fully Integrated Brand Campaign
Farfetch, the online platform for the world’s best boutiques, today announced the launch of UNFOLLOW, the company’s first print, digital and outdoor advertising campaign. Droga5 was retained to develop the campaign.
“While the dominant fashion retailers dictate trends to the crowd, and while most consumers of fashion approach it as a race to conform, Farfetch offers access to fashion on one’s own terms, emboldening our customers to express their individuality. This campaign captures the spirit of those who shop beyond the obvious and actively think for themselves,” said Farfetch CMO Stephanie Horton.
Farfetch provides online access to 300 of the world’s most forward-looking, most distinctive boutiques in a single site where the range of brands and products is unparalleled. The slogan “300 Boutiques, 1 Address” represents the Farfetch brand proposition of bringing together the differentiated assortment of these far-flung boutiques, delivering exceptional pieces and thoughtful curation on one platform.
Shot in Capetown by photographer Charlie Engman, UNFOLLOW celebrates the singular style of the fashion-loving Farfetch customer through images of models seen from the back. The ads depict a point of view of fashion truly showcasing the clothing without labels or famous faces, challenging consumers to seek out the unexpected, to unfollow the crowds.
Nik Studzinski, Executive Creative Director, Droga5 commented, “We are delighted to be working with Farfetch on their first brand campaign. With UNFOLLOW we’re aiming to highlight that Farfetch is a company that stands for people who really love fashion and don’t just mindlessly follow it. A brand that doesn’t adhere to the established conventions of the fashion category. No predictability or famous faces. Just unique clothes and a rallying cry to encourage people to unfollow.”
The launch of the ad campaign comes as Farfetch rides a wave of robust growth and adds initiatives to further enhance the customer experience. Farfetch continues to focus on international expansion both with new boutique signings and fully localised content and translations of the site. Following the successful launches of Japanese, Russian, and Mandarin Farfetch announce that they will launch Korean, Spanish and German language sites in 2015.
About Farfetch
Farfetch is a revolutionary way to buy fashion. The pioneering website brings together more than 300 of the world’s best independent designer boutiques, from Paris, New York and Milan to Bucharest, Helsinki and Ibiza, allowing customers to shop an unparalleled range of labels and pieces.
Our partner stores have been carefully selected for their unique approach, forward-thinking attitude and diversity, and include such renowned boutiques as Browns in London, L’Eclaireur in Paris, H. Lorenzo in LA, Fivestory in New York and Smets in Luxembourg.
Founded in 2008 by the Portuguese entrepreneur José Neves, Farfetch offers these bricks-and-mortar boutiques the opportunity to compete with the major players in online retail. And, for lovers of beautiful fashion, it offers the chance to indulge a passion and shop the world.
