In the space of 6 months, Hot Pot Digital took Farfetch from minimal brand exposure in China to one of the best-loved e-commerce sites for lovers of niche fashion, vintage collections and luxury designer labels.

The Challenge

Farfetch’s offering is unparalleled among pure play fashion eCommerce platforms. While stocking a range of luxury perennials, the site also features unique vintage, designer and capsule collections curated by buyers at over 300 boutiques worldwide. The challenge for Farfetch was not to deliver pure numbers of fans, but to craft a strategy that engaged China’s ever-growing population of fashion-forward consumers and creative dressers.

The Solution

Hot Pot Digital identified three key facets of the Farfetch offering that would appeal to Chinese Consumers: the unique product selection, the global nature of the offering, and the platform’s non-preachy attitude to fashion and styling. We took all of these elements as the cornerstone of a localised brand strategy. Taking Weibo as the key platform for delivering awareness, we crafted an inspirational, lively copywriting style that exuded passion for style.

Localised Visual Language

We also leveraged Farfetch’s white-space aesthetic to create a visual language that was both uniquely on-brand and uniquely appealing to our target audience in China. To do this we place product selection front and centre and played to our target market’s desire to find fashion pieces that expressed their strong sense of individualism.

Elite KOL Engagement

With content and visuals in place we engaged a tailored selection of China’s leading fashion KOLs on Weibo to deliver reach to our defined target market. Working with the Farfetch team we created dedicated “shops” curated by each KOL within Farfetch.com and linked back to these from KOL Weibo activity.

Among the KOLs engaged was Gogoboi, China’s leading fashion blogger with total Weibo reach of over 2 million. To maximise engagement, we seamlessly slotted Farfetch messaging into Gogoboi’s already popular “Who Wears What” content thread.

  • 17,000 engaged fashion-forward fans delivered over 6 months
  • Awareness and Farfetch brand story delivered to high-value fashion-forward target consumers
  • Qualified traffic and conversions delivered on Farfetch.com