GLOBALISING A LUXURY BRAND THROUGH AFFILIATE MARKETING

Natasha Lawley Joined Farfetch in 2013

Performance Marketing Manager

Affiliate marketing background

Megan Dado Joined Rakuten Marketing in 2010

Regional Director of Rakuten Affiliate EU

Previously worked at AIMIA and other

Loyalty & CRM-focused businesses

Our Background

Global Demand for

British Retailers

Are Luxury &

Affiliate Compatible?

Farfetch: The Road

to Globalisation

Topics Covered Today

720m+ UK

e-commerce

trade =

Global Demand for

British Retailers

12% Luxury sector sees

increase in online orders YoY

28bn Overseas online sales to be generated by 2020

International sales to outpace

domestic growth making up

of total online sales by 2020

40%

1.5bn Internet Users

1bn Social Media Users

APAC

Todays figures demonstrate the appetite of

consumers across the globe for UK retail.

This presents an enormous market

opportunity for retailers regardless of their size.

Helen Dickinson

Director, British Retail Consortium

Where Does Luxury

Build Their Brand Online?

What Does The Marketing Mix

Look Like When Entering

New Markets?

PPC

Affiliate

PR

Email Social

SEO

Display

Affiliate

Scaling Globally in a

Cost Effective

Manner

Affiliate

Are Luxury & Affiliate Compatible?

Meeting the Challenges

Brand Protective

Strategy

Scaling Globally Cost Effectiveness

Farfetch Story

$195 million

financial backing

Current growth

rate is over 90%

Founded in 2008

by Jos Neves

One-stop luxury

shopping site

300+ fashion boutiques

in 32 countries

Stock over 100,000 items

from 2,000+ Designers

9 local language sites and

11 currencies

Customers in almost 190

countries

10 global offices

Farfetch

Today

How has

Affiliate

Marketing

contributed to

our Global

Success?

CPA

Select partnerships

Brand Ambassadors

Reinforce Brand

with Low-Risk

Strategy

Existing and

growing global

affiliate database

1 on 1 partner

strategy not

viable

Fast Track Global Reach

Target mature

and emerging

markets

Expand global

customer base

Selected key

influencers

Relevance and

consistent branding

across all markets

Support Wider

Business

Initiatives

New, quality

partnerships and

improved customer

journey

Local language

support and a

translated feed was

a critical

Testing Global

Waters to

Meet Market

Intricacies

Centralised

Services

Understanding Each Market

The Results

91% lift in affiliate revenue

349% growth in partnerships globally

Traffic from over 187 countries

Expanded Aggressively into APAC

Thank You. Any Questions?