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Visitors stand in front of a display window of Gucci at the Baselworld watch and jewellery fair in Basel

Visitors stand in front of a display window of Gucci at the Baselworld watch and jewellery fair in Basel

Published Apr 16, 2017


London - Thanks to a partnership with London-based

fashion technology company Farfetch, you can soon get Gucci clothing and

accessories whisked to your door within 90 minutes. 

Farfetch announced the partnership Wednesday, as the

company showcases what it’s calling "The Store of the Future" -

software and devices that aim to help luxury brands gather more information on

customers in stores and online.

Customers will be able to shop for select items of Kering-owned

Gucci goods via Farfetch’s app and website, and have those orders fulfilled

within 90 minutes from Gucci stores in London, New York, Dubai, Los Angeles,

Madrid, Miami, Milan, Paris, Sao Paulo and Tokyo.

The Gucci collaboration with Farfetch comes as

competition heats up in online luxury. In a call with investors Tuesday, LVMH’s

chief financial officer Jean-Jacques Guiony said the world’s largest luxury

group would be the latest to ramp up multi-brand e-commerce, considering a new

site for its luxury department store Le Bon Marché. 

"Retailers need a way to collect information about

their customers while they are browsing in-store, just as they collect data

from online searches," Jose Neves, Farfetch’s founder and chief executive

officer, said in a statement.

Read also:  Burberry is making fast fashion even faster

Founded in 2008 as an e-commerce platform for luxury

boutiques, Farfetch has increasingly positioned itself as a technology provider

working directly with high-end brands. In March, it launched the e-commerce

portal for high-end shoe designer Manolo Blahnik, pushing into a space where

competitor Yoox Net-A-Porter Group has been a leader, operating white-label

websites for brands including Yves Saint Laurent and Armani. 

Among the in-store technologies Farfetch is showcasing is

a scanner that will enable customers to "log-in" with a smartphone

when they enter a store, allowing a sales assistant to view the customer’s

profile, including what items they may have bought previously or saved to a

wish list in the brand’s online store.

Wish list

A clothing rack has been designed to record what items

the customer picks up, storing the item on an app on the customers’ phone as

well as for the retailer. The customer can later swipe left or swipe right to

move items to a wish list. A smart mirror in stores will enable shoppers to

move between browsing the online and in-store selections, Gavin Williams, a

Farfetch director of product development, said in an interview. 

The company is also showcasing a holographic display that

will enable customers to create and order customized shoes - experimenting

with different leathers, skins and colours - from luxury brand Nicholas


The technology, which Farfetch is calling Store of the

Future, will be rolled out later this year at luxury boutique Browns in London,

which Farfetch bought in 2015, and the flagship Thom Browne store in New York.


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