Online boutique marketplace farfetch.com has just re-launched, with a directional new look. Since its original launch in October 2008, farfetch.com has sought out independent fashion boutiques from around the world specialising in luxury brands, emerging designers, avant-garde labels and streetwise fashion talent. With the new design they also aim to emphasise the fact that farfetch.com is not an e-tailer but an enabler of independent businesses to e-tail, providing them with a marketplace in which to sell.As part of the wider refresh, the farfetch.com brand identity has been redesigned to give it a new look, inspired by the multi-faceted concept of the site. The homepage includes a navigational animation that introduces users to the various aspects of the farfetch.com marketplace and community, and directs them around the site. New section ‘People’ allows members of the its fashion community including boutique owners, guest bloggers and team members at farfetch.com to voice their opinions on fashion and the product pages now offer more information. The new website places a larger focus on the boutiques themselves and the people behind them, and so a re-designed, easy-to-navigate boutiques directory provides images and insightful information on each boutique within the network, plus interviews with the boutique owners and buyers. Users are able to take a virtual tour of the boutiques via video and visual content, before shopping online from the expertly bought and edited collection held in-store.
www.farfetch.com
