Farfetch Banks on Hard LuxuryThe retailer has launched dedicated hubs for fine jewelry and watches and wants to present hard luxury through a more youthful lens.

[Collection]LONDON — Farfetch is making its first foray into hard luxury in an ambitious way. The fashion and luxury online marketplace is moving into the category with the launch of dedicated fine jewelry and watch hubs and a series of partnerships with heritage brands including De Beers, Chopard, Tag Heuer and Tiffany & Co. The debut comes at a time when the competition among e-commerce players is increasing, with hard luxury presenting an attractive, new avenue for growth. Earlier this year, Net-a-porter introduced a similar concept in the form of a hard luxury suite, a dedicated place on the web site where the jewelry and watches offering is presented against the background of curated content. As Compagnie Financière Richemont, parent of brands including Cartier and Van Cleef & Arpels, prepares to buy the entirety of Yoox Net-a-porter Group, Net’s focus on becoming a hard luxury destination has been gaining traction. Moda Operandi, known for its upscale client base, has also been growing its hard luxury offering and engaging with a fine jewelry shopper both at its by-appointment showrooms and online, where it imposes a no-returns policy. Farfetch believes that it has something new to bring to the table, by showcasing the product through more playful, street

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