Farfetch initiates pre-order service with 10 brands including Balenciaga and Off-White

Farfetch unveiled its new pre-order service on Wednesday. This is not a VIP service. It will be offered throughout the season for all Farfetch customers.


So far, ten brands have signed up, including Nanushka, Balenciaga, Khaite, Off-White, Palm Angels and Oscar de la Renta. The e-merchant specifies that “many brands are launching the pre-order service for the very first time through Farfetch”.

High-end online retailers have launched a slew of new initiatives lately, as part of their efforts to deliver a truly luxurious experience online. This pre-order solution is clearly in line with this trend which aims to attract customers and brands alike.

The company said the proposal aims to “elevate the customer experience and strengthen their engagement while positioning the platform as the place to access the latest products,” before they are even available to the big public.

She explained that the new pre-order models will be available each month and will ship approximately four weeks after purchase.

Aside from being a new weapon in the e-merchant’s continuing efforts to provide a compelling reason to buy from the site, Farfetch is also pushing for a more responsible approach. This new service aims to minimize the waste of fashion by making only what has already been sold.

And from this perspective, the launch support campaign is carbon neutral. Not a single sample was shipped for the campaign, and influencers will be using augmented reality systems to “wear” styles offered for pre-order.

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