FARFETCH (NYSE: FTCH), the leading global platform for the luxury fashion industry, has hired key agencies for its global brand evolution, with new work to start rolling out later this year. Anomaly
, the innovative marketing company, will be its lead global agency partner, and MediaCom, the global media and marketing network, will oversee media planning. Both agencies will run the account out of their London offices, but harness talent from each agencies’ worldwide offices, including Shanghai and New York.
To create a complete fashion industry-leading team, FARFETCH has appointed Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone as campaign creative directors.
Holli Rogers, chief brand officer, FARFETCH, said: “FARFETCH lives at the intersection of two worlds – fashion and technology. These worlds were already merging before the global pandemic, but the trend to online is accelerating. Anomaly understood the pace of technology, while remaining sensitive to the language of fashion. Anomaly’s approach to our brief was to celebrate the unique position FARFETCH has in the luxury fashion industry and the benefits it brings to customers around the world. Working with the agencies, we plan to cement our position as the global destination for modern luxury fashion – a place where people can be inspired by fashion from around the world and find treasured pieces they simply cannot find anywhere else.”
Gareth Jones, chief marketing officer, FARFETCH, added: “We were inspired by the approach Anomaly and MediaCom took to our brief. They shared our ambition. Both agencies answered the brief with an enthusiasm that was infectious even through Zoom. The FARFETCH model has proved resilient even during the pandemic and growth has continued to accelerate. The next Chapter is about sharpening our brand proposition and Anomaly and MediaCom will partner on this.”
In the most ambitious expression of its continued brand evolution and marking a new chapter for FARFETCH, the brand plans to launch a comprehensive integrated global campaign and introduce a new brand identity this September. As part of the campaign, there will be a special focus on overarching as well as modular brand messaging.
According to Camilla Harrisson, CEO Anomaly London: “Not only is FARFETCH an established leader in global luxury fashion, but it is harnessing its unique and powerful business model to operate as an increasingly positive force within the global fashion community during this period of challenge and change. We are thrilled to be working with such progressive and dynamic business and team - it’s a dream fit."
MediaCom’s global CEO, Nick Lawson, concluded: “We are delighted to be partnering with such an innovative brand and help to take them to the next level of their growth. We have found a brilliant cultural fit with the team at FARFETCH and we look forward to helping them empower more global consumers to express their diverse individuality.”