Create - Day 1 - 16:00 - "Globalising a Luxury Brand through Affiliate Marketing"
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The document discusses the globalisation of Farfetch, a luxury brand, through affiliate marketing strategies, highlighting its significant growth and market potential. With a background in affiliate marketing, the speakers detail the increase in online luxury sales and the effectiveness of partnerships and brand ambassadors in achieving a 91% lift in affiliate revenue. Farfetch operates in 32 countries with a focus on cost-effective global scaling and tailored marketing approaches.
Create - Day 1 - 16:00 - "Globalising a Luxury Brand through Affiliate Marketing"
- 2. 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
- 3. Global Demand for British Retailers Are Luxury & Affiliate Compatible? Farfetch: The Road to Globalisation Topics Covered Today
- 5. 12% Luxury sector sees increase in online orders YoY
- 6. £28bnOverseas online sales to be generated by 2020
- 7. International sales to outpace domestic growth making up of total online sales by 2020 40%
- 8. 1.5bnInternet Users 1bnSocial Media Users APAC
- 9. Today’s 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
- 10. Where Does Luxury Build Their Brand Online?
- 12. What Does The Marketing Mix Look Like When Entering New Markets?
- 14. Affiliate Scaling Globally in a Cost Effective Manner Affiliate
- 15. Are Luxury & Affiliate Compatible?
- 16. Meeting the “Challenges” Brand Protective Strategy Scaling Globally Cost Effectiveness
- 17. Farfetch Story • $195 million financial backing • Current growth rate is over 90% • Founded in 2008 by José Neves • One-stop luxury shopping site
- 18. • 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
- 19. How has Affiliate Marketing contributed to our Global Success?
- 20. • CPA • Select partnerships • Brand Ambassadors Reinforce Brand with Low-Risk Strategy
- 21. • 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
- 22. • Selected key influencers • Relevance and consistent branding across all markets Support Wider Business Initiatives
- 23. • New, quality partnerships and improved customer journey • Local language support and a translated feed was a critical Testing Global Waters to Meet Market Intricacies
- 27. The Results 91% lift in affiliate revenue 349% growth in partnerships globally Traffic from over 187 countries Expanded Aggressively into APAC
- 29. Thank You. Any Questions?