create - day 1 - 16:00 - "globalising a luxury brand through affiliate marketing"
TRANSCRIPT
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GLOBALISING A LUXURY BRAND THROUGH AFFILIATE MARKETING
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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
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Global Demand for
British Retailers
Are Luxury &
Affiliate Compatible?
Farfetch: The Road
to Globalisation
Topics Covered Today
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720m+ UK
e-commerce
trade =
Global Demand for
British Retailers
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12% Luxury sector sees
increase in online orders YoY
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28bn Overseas online sales to be generated by 2020
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International sales to outpace
domestic growth making up
of total online sales by 2020
40%
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1.5bn Internet Users
1bn Social Media Users
APAC
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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
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Where Does Luxury
Build Their Brand Online?
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What Does The Marketing Mix
Look Like When Entering
New Markets?
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PPC
Affiliate
PR
Email Social
SEO
Display
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Affiliate
Scaling Globally in a
Cost Effective
Manner
Affiliate
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Are Luxury & Affiliate Compatible?
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Meeting the Challenges
Brand Protective
Strategy
Scaling Globally Cost Effectiveness
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Farfetch Story
$195 million
financial backing
Current growth
rate is over 90%
Founded in 2008
by Jos Neves
One-stop luxury
shopping site
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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
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How has
Affiliate
Marketing
contributed to
our Global
Success?
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CPA
Select partnerships
Brand Ambassadors
Reinforce Brand
with Low-Risk
Strategy
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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
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Selected key
influencers
Relevance and
consistent branding
across all markets
Support Wider
Business
Initiatives
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New, quality
partnerships and
improved customer
journey
Local language
support and a
translated feed was
a critical
Testing Global
Waters to
Meet Market
Intricacies
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Centralised
Services
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Understanding Each Market
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The Results
91% lift in affiliate revenue
349% growth in partnerships globally
Traffic from over 187 countries
Expanded Aggressively into APAC
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Thank You. Any Questions?