Luxury online marketplace Farfetch is revitalizing its brand identity with a new global campaign that puts its luxury boutique business model in focus.

The campaign ‘Open Doors to a World of Fashion’ celebrates the businesses global community, while the overhauled website aesthetic aims to cement its place as a fashion authority in the luxury sphere. The new cohesive and modern brand identity features a new logo, profile and ‘Fuse’ monogram. The ‘Farfetch Fuse’ monogram is the core of the rebranding and will act as an “integral communication tool”.

With the majority of stores closed at one time or another during the past six months, Farfetch’s platform has offered a digital route to market that many high-end boutiques may not have otherwise had.

Farfetch Limited is the leading global platform for the luxury fashion industry with a mission to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, Farefetch began as an e-commerce marketplace for luxury boutiques around the world. Even though, Farfetch boasts a huge product offering, it has been unable to create a distinct brand identity of its own. This re-branding effort will help forge stronger relationships with customers and keep them coming back rather than going to a competitor.

This rebranding campaign which was in the making last couple of years,  comes at an opportune time when the company is riding a wave of momentum driven by home-bound pandemic shoppers. While overall luxury sales are expected to plunge this year, the shift to purchasing luxury online is set to accelerate.

All Images Courtesy – Farfetch