Judy Liu of Farfetch explains how the company is helping British fashion designers.
LONDON — For the inaugural London Fashion Week free-for-all digital showcase, running from June 12 to 14, Farfetch is teaming British fashion designers Roksanda Ilinčić, Erdem Moralıoğlu, Charles Jeffrey and 16 Arlington’s Marco Capaldo and Kikka Cavenati with top Chinese fashion influencers Fil Xiaobai, Anny Fan, Dipsy and Sunnie, respectively, to create a series of films. The four influencers boast a combined following of 22.6 million on Weibo.
“Before we knew London Fashion Week was going online, we were already thinking of ways to involve Chinese influencers with the designers,” she said. Liu hosted a gala dinner with the British Fashion Council to celebrate the nominations of Chinese fashion creatives in the New Wave Creative Awards last October in Shanghai.“Under a normal circumstance, we would just fly them to London.
The luxury e-commerce landscape in China is taking shape. While Alibaba’s Tmall formed a partnership with Yoox Net-a-porter, Farftech got a $397 million backing from Alibaba’s arch-rival JD.com in 2017 and raised $125 million from WeChat’s owner Tencent earlier this year, allowing Fartech to have greater synergy with WeChat’s ecosystem. More than 80 luxury brands partner with Farfetch to sell on WeChat.
“We received lots of positive reactions from the market on our newly announced Chinese name. It is a great example of the localization of Farfetch’s business in China. Having a Chinese name is easier to remember and also to communicate to our Chinese customers, and most importantly this name has to expand the nature of our business and express our brand proposition.” Liu said.
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