Farfetch marketing spending 2021

In 2021, Farfetch reported demand generation (marketing) expenses of nearly 300 million U.S. dollars. Based on the company’s latest financial statements, its marketing spending has nearly tripled since 2018.

Farfetch brand profile

Farfetch is a UK-based online retailer of luxury fashion. The company was founded in 2007 and has rapidly expanded its product portfolio and global operations ever since. Today, the online marketplace is available in over 190 countries, and based on the latest reports, the number of Farfetch users now exceeds 3.2 million. Some of the main contributors to the success and growing revenue of Farfetch are the company’s acquisitions of New Guards and Stadium Goods, its strong focus on the Asian market, and its partnerships with local retail heavyweights. Star-studded marketing campaigns featuring the likes of Kim Cattrall and Ashton Kutcher also visibly boosted interest in the platform and its offerings in 2022.

Pre-owned luxury

In addition to carrying popular luxury brands such as Gucci and Versace, Farfetch also offers high-end fashion and jewelry from smaller boutiques on its platforms. Not only that, but the marketplace also provides a re-sale and restoration service and recently introduced pre-owned items to its repertoire, making high-end brands more affordable to shoppers with a smaller budget. When asked about the main reasons to purchase pre-owned luxury products in a global survey, respondents most commonly stated that this way of shopping gave them access to rare or sold-out products, whereas many also mentioned sustainability reasons. In 2021, Christian Dior was the pre-owned luxury brand with the highest growth in views on Farfetch.