Farfetch to open its first digitalised luxury store

E-commerce brand Farfetch is moving into the physical retail space in a bid to digitalise the luxury fashion industry with fashion boutique Browns.

The flagship store, which will be on Mayfair’s Brook Street, will use technology to enhance shoppers’ experiences when browsing.

Farfetch has been trialling the technology at luxury fashion retailer Chanel since 2018.

The tech involves an app which enables shoppers to view Chanel’s runway outfits, hi-tech dressing rooms with mirror displays showing customer’s fashion choices and the ability manage appointments in app.

Similar tech will be used in Browns and will also allow for consumers to search and add products to their wish lists which are viewable to personal shoppers.

Personal shoppers will have the capabilities to view customers’ profiles and preferences, streamlining the personal shopping experience.

The store will also feature a display which shows store-exclusive content, alongside AR try-on technology that will allow customers to ‘try products on’ that aren’t currently available in the shop.

READ MORE: Farfetch to trial new interactive live shopping platform

Shoppers will be able to checkout via links sent via the app, instead of at a designated till point.

“It gives us a different way of engaging as opposed to a sales associate taking you to the dressing rooms with a handful of clothes, which feels really transactional,” chief brand officer at Farfetch Holli Rogers told Vogue Business.

“It’s that melding of technology and customer service, which is what luxury is ultimately about.”

The new flagship is taking on a department-store aesthetic and will be spread over four floors which will include an outdoor area, a restaurant by Native and an exhibition space.

“It’s like inviting people into your home; you always want them to stay for longer, because the more fun you’ll have,” Rogers added.

“People can visit us and sit in the garden, have a bite to eat, then chat with a concierge or see their favourite sales associate, or book a residency there. You could come back multiple times a week and have a completely different experience.”

The new Browns flagship will open on 12 April.

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