Burberry and Farfetch have announced a new global partnership that will lead to the full Burberry global inventory being made available on the luxury platform for the first time.
In addition the businesses have announced a new “Show to Door” initiative which means items from Burberry’s London Fashion Week show this weekend will be made available for delivery to Farfetch customers in London within 90 minutes of appearing on the catwalk.
As a result of the partnership technology developed by Burberry has been integrated to the Farfetch API – the platform’s operating system – allowing the British luxury house’s entire global inventory to be madw available through an e-commerce platform. This integration will expand Burberry’s distribution globally, giving it access to more than 150 countries.
Burberry will also be 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“.
“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,” said Burberry SVP Digital Commerce & Digital Marketing Daniel Heaf.
“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,” Heaf added.
Giorgio Belloli, Chief Commercial Officer at Farfetch, added: “We’re so pleased to welcome Burberry to Farfetch as a direct brand partner. Our customers around the world love the brand, 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 businesses claim. 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.
In addition the pair have announced the new “Show to Door” initiative, offering an immediate around-the-clock London delivery service from Farfetch for 24 hours after Burberry’s February 2018 Show this Saturday. In effect this means that London customers can receive looks seen on the catwalk within 90 minutes of the 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, which will be live-streamed on the Farfetch platform.
The collection features the “Rainbow check”, which chief creative officer Christopher Bailey has developed as part of a wider initiative to support LGBTQ+ communities. The show will be Bailey’s last for Burberry before he stands down from its board next month and departs the company at the end of the year.
In addition to the capsule collection, three tote bags inspired by the February 2018 collection will be available only to Farfetch customers.