Success Story: Farfetch
The Secret Weapon for Fashion Inspiration
More products shown
less bounce rate
more time on mobile PDPs
Nobody does luxury quite like Farfetch. The looks are bold. The fashion-forward styles are expertly curated. The hot-off-the-runway looks capture the imagination.
The images and videos they share on social media are equally as daring and eye-catching — so it’s no surprise that Farfetch has a growing audience. Currently, Farfetch boasts 1.5 million Facebook likes, nearly 1 million Instagram followers and solid followings on YouTube, Twitter, Pinterest and Snapchat.
The Farfetch team knows that the luxury business has higher price points and longer sales cycles. That’s why they primarily focus their social efforts on increasing brand awareness and driving quality traffic to their e-commerce site. Mastering those tactics increases their audience and, ultimately, drives conversions.
Farfetch is a London-based online fashion retailer. With 100,000 products, Farfetch has an expansive selection of luxury items from more than 700 brands and boutiques around the world.
Now the team has a new weapon at their disposal: Curalate Showroom. Showroom turns any social post into a digital storefront by using images and videos to introduce people to recommended and related products. For example, when Farfetch shares an image of a stylish woman walking down a city street, it links to a Showroom experience revealing all the products she’s wearing — that gorgeous yellow belted shirt dress from Joseph, the to-die-for Salvatore Ferragamo bag and those lovely Giuseppe Zanotti Design sandals. But it also showcases a wealth of recommended and related products like a Marc Jacobs mini dress or a Coach tote bag. By introducing consumers to more products, they’re more likely to browse longer.
Click the play button to see Showroom in action.
“Showroom is a much richer experience for a potential customer and a more inspirational way of presenting products,” said Arabella Brooks, Brand Executive at Farfetch. “It kicks off a more interesting consumer journey and interactive experience compared to linking directly to our site or a product listing page.”
As a long-time Curalate client, Farfetch was one of the first brands to experiment with Showroom. They quickly saw improved traffic quality, less hard bounces and increased time-on-site. Now they’re regularly sharing Showroom experiences on Facebook, Instagram Stories and Instagram Shop Now Ads.
An Influencer’s Best Friend
Farfetch has spent years building a community of bloggers, fashionistas and social stars who represent the brand on social channels like Instagram. Sometimes they’re top-tier influencers. Other times they’re micro-influencers with niche audiences. They help Farfetch reach new groups of consumers, which increases followers and drives engagement.
With Showroom, Farftech has taken their influencer marketing strategy to the next level. The brand supplies each influencer with a Showroom link and many place them in their Instagram Stories. Sometimes those Stories feature an influencer walking their audience through a Farfetch boutique. Other times they depict an influencer showing off a stylish Faretch outfit they recently purchased. In any case, using a Showroom link provides their followers with an intuitive, discovery-driven experience. It’s certainly a whole lot better than leading them to one specific product detail page.
The Farfetch team is also noticing that influencers are excited to share Showroom links in their Instagram Stories. Since Instagram Stories disappear after 24 hours, it requires much less commitment from the influencer than featuring a link in their Instagram bio.
Also, Showroom’s robust metrics help the Farfetch team figure out which influencer marketing campaigns are performing best — information that’s invaluable to planning future campaigns.
“Using Showroom allows us to really understand their followers, how engaged they are with the content and the journey consumers want to go on. It allows us to have even more data about the success rate of that collaboration so we can make informed decisions going forward.”
Ready to make social sell?