How Farfetch finds its own identity in luxury retail

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For most of 2020, e-commerce was a vital lifeline for many businesses, everyone from restaurants to retail brands, showcasing their offering online in innovative ways. While e-commerce may have been a stopgap for many brands, others have favored this space for years. For these brands – brands like the luxury fashion platform Farfetch – it’s now a question of how to truly make their own mark in an increasingly turbulent market.

“We’re a bigger company than we’re a brand, which in some ways is a wonderful problem to have. But that means we are the tip of the iceberg. There are so many opportunities, or money on the table so to speak, with: what if we had a stronger brand? says Ronojoy Dam, global brand and culture director for the platform, founded in 2007 by José Neves.

Early in his career, Dam joined BBH as a strategist, working on the Levi’s global account (“which was amazing because black 501s are my favorite jeans!”). “I didn’t want to get into advertising, but I realized these ads were something I really grew up with,” he says. At BBH, he also worked on Burberry’s digital strategy in the early years of the brand’s new leadership, led by Creative Director Christopher Bailey and CEO Angela Ahrendts. Dam then moved to Nike, focusing on fashion and culture marketing, before joining Dazed Media, where he worked closely with founder Jefferson Hack as the company’s first group creative director. ‘editing.

“He dropped out of college to start Dazed, so there was someone I found a spiritual mentor in,” he says of Hack. “I don’t know how to use Photoshop, so becoming a creative director was a lot more to understand the power of concepts regardless of the medium.

“I think the language of jobs in our industry has also changed,” he continues. “What does a creative director mean these days? What does strategy mean? I found that some of the most creative people I met were business people, and that some of the most strategic people I met were creative directors. The common thread between roles throughout his career has been “engineering brand worlds for culturally demanding audiences and companies that have gone through stages of transformation,” he says.

Top: Farfetch’s The Art of Choosing campaign. Above: The Perfect Match


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