| Issue |
SHS Web Conf.
Volume 148, 2022
The 2nd International Conference on Public Relations and Social Sciences (ICPRSS 2022)
|
|
|---|---|---|
| Article Number | 03035 | |
| Number of page(s) | 6 | |
| Section | Public Relations and Gender Equality Analysis | |
| DOI | https://doi.org/10.1051/shsconf/202214803035 | |
| Published online | 31 October 2022 | |
Research on marketing strategy of fashion shopping platform Farfetch in Chinese market
College of Science, Northeastern University, Boston, 02115, United States
* Corresponding author. Email: sun.wenh@northeastern.edu
As disclosed by various business reports, Farfetch’s strengths in gaining market share and consumer insights have yielded great revenues and Gross Merchandise Volume in the Chinese market. This study has discussed the significance of Farfetch’s marketing strategies and business strategies and how those strategies fit into the current Chinese market by analysing a combination of business reports, interview scripts, and news. The study’s significance lies in its ability to provide insight into how premium luxury brands and Western e-commerce platforms may win the Chinese market. With evaluations of the current market environment and Chinese consumers’ needs, this study has examined the reasons behind Farfetch’s success. The study suggests that Farfetch’s consumer-centric strategies could be employed by other brands to build awareness and to build a loyal customer base. Beyond that, the company’s business-to-business strategies and their alliance with Alibaba and Richemont have a significant impact on both Farfetch and luxury brands.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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