In February 2024, we conducted research in collaboration with Data Boutique, highlighting the decline in Farfetch’s presence of some important Kering Group brands. In contrast, other players in the sector have seen their presence grow. With ARAD Digital, we created a new strategic report that is more complete and in-depth.

In particular, the report is based on:

• 37 brands from the fashion & luxury world, divided into 4 reference clusters
• 7 countries analyzed (UK, France, Germany, USA, China, Japan and Korea)
• An analysis of both the direct and multi-brand sales channels, in terms of available quantity, number of SKUs, and average selling price

Inside the report you will find:

• Confirmations of some trends highlighted in the February 2024 analysis, such as Kering’s exit from the direct channel, with an in-depth analysis of the effects of this move on the multi-brand channel
• An in-depth analysis of how the 37 brands analyzed are increasing or decreasing their presence on the Farfetch channel, often showing very different approaches to managing the channel
• Considerations on the strong interconnection between monobrand and multibrand channels in product allocation, with a focus on the consequences on the average selling price
• The identification of 6 different strategic models in the management of the Farfetch channel by brands in the sector
• Strategic recommendations that brands can consider to strengthen or evolve in this period of change

What is the most correct path for a fashion and luxury brand in this constantly changing context?

To answer this question, and many others, we discussed the report in a live event with a small group of industry C-Levels. Many considerations emerged from this event, which are summarized in the document.