Farfetch to launch weekly exclusive drops with new ‘Beat’ feature
Farfetch is set to be the latest fashion retailer to launch a weekly ‘drop’ model releasing products from its vast array of luxury brand partners.
‘Beat’ will be launched in April offering customers the chance to purchase a curation of exclusive and limited-run products from its 650 boutique partners.
The drops will take place on the Farfetch App every Wednesday in all of the retailer’s markets and it is understood that some drops will be available through its boutique network in the future.
“Many luxury brands are evolving their strategies, and we expect an even greater shift in the industry away from traditional cycles to a drop model,” Farfetch’s chief customer officer Stephanie Phair said.
The collections will be curated by the newly created group of industry tastemakers dubbed the ‘Beat Collective’, set up by Farfetch’s chief brand officer Holli Rogers.
Rogers will be joined by New Guards Group’s chief marketing officer Cristiano Fagnani, co-creative directors of Opening Ceremony Carol Lim and Humberto Leon, Stadium Goods’ chief executive John McPheters and Browns’ director Ida Petersson.
The Beat Collective will also welcome new members and guest creatives over time.
One-off and non-production pieces are set to be launched via Beat from New Guards Group’s brands, including Off-White, Ambush, Palm Angels, Marcelo Burlon, Heron Preston and Opening Ceremony.
Meanwhile Stadium Goods is set to launch exclusive products and collaborations with other brands.