Farfetch:
Japan Market Launch
Brief:
Farfetch was receiving strong sales figures from Japan, without any localisation efforts in the market and thus the company decided to launch a new local language website to better service those customers. To ensure this was a successful investment with continued growth, there was a need to increase local brand awareness and reputational value among press, trade and consumers alike.
In addition, Farfetch had just signed its first boutique partner in the country, Restir, and so was able to ship and provide Japanese products internationally for the first time.
Photography Jem Mitchell. Styling Nobuko Tannawa
Photography Jem Mitchell. Styling Nobuko Tannawa
Deliverables:
To support the promotion of these new service offerings I created an integrated campaign with both online content and offline events aimed at appealing to both local and international consumers.
On the content side, I produced a Japan-inspired stills shoot with exclusive products from Restir shot against a traditional Tatami room backdrop. These images were used on the website homepage, and also shared with local and international media.
Secondly, I created an interactive film based on the popular Japanese animation style of Manga, which included live action and animation and where viewers were able to change the looks and backdrops throughout, as well as shop each item.
To support the launch on-the-ground, I worked on the creative production and logistics of two events in Tokyo, including a media dinner for editors-in-chief of key fashion titles, as well as the annual Superstore Award ceremony with 250 invited press, influencers and VIP customers in attendance.
Outcomes:
The whole campaign saw a +20% in online traffic from Japan, +34% in sales in the local market, +32% in sales of Japanese products internationally, generated 54 pieces of quality media coverage locally and internationally, and had over 102,000 social media interactions.
The Manga film also won a Berlin Fashion Film Award, was revered as an innovative piece of branded content by futures agencies Protein and LS:N Global, received 450k views on YouTube, and had a 56% click-through rate.