* Luxury retailer Farfetch partners with Gucci offering delivery in 90 minutes
* The partnership also aims to bring data-collecting software to the retail space
* The new software is expected to launch later this year
Luxury fashion-tech company Farfetch has announced a new partnership with Gucci, unveiling a new software app and delivery program called F90 which will allow customers to shop the “store of the future,” and get Gucci clothing, shoes and handbags “from store to door in record time.”
The program will be first made available to shoppers based in London, New York, Dubai, Los Angeles, Madrid, Miami, Milan, Paris, Sao Paulo and Tokyo. The software will allow customers to place orders on Gucci apparel and accessories on the Farfetch app and website, and have their order fulfilled within 90 minutes after placing it.
But the partnership is not simply aimed at bringing customers quick access to luxury goods in a pinch; it also aims to gather information about customers’ shopping behavior in the retail space as well. In a recent statement, Farfetch founder Jose Neves told Bloomberg News that “Retailers need a way to collect information about their customers while they are browsing in-store, just as they collect data from online searches.”
The Gucci-Farfetch partnership is paving the way to provide this access to consumer data in the retail space. Gucci stores in participating cities will be implemented with clothing racks designed with software to record the items in which shoppers pick up and a special customer login system, which will allow sales associates to pull up the customer’s profile instantly. It will make fulfilling your order and offering suggestions easier and more efficient.
Luxury retail and e-commerce have become competitive markets, leading companies to seek out innovative approaches to maintain sales. This collaboration with Gucci is one of several moves Farfetch has taken to bridge the world of fashion and technology to maintain a sharp and innovative advantage in the market. In 2016, the retailer began working directly with luxury brands, hosting white-label websites for high-brands including Armani.
The new Farfetch and Gucci technology will launch later in the year, with in-store debuts at London-based retail boutique Brown, and Thom Browne’s flagship store in New York City.