Case Study | Inside Farfetch’s Bid to Dominate Luxury E-Commerce

A year ago, the biggest players in luxury e-commerce faced an uncertain future. Myriad competitors had flooded a space once dominated by Net-a-Porter, ranging from vast marketplace Farfetch to niche challengers like MyTheresa, MatchesFashion and Ssense. These sites were largely undifferentiated, often selling the same products at the same price, while offering similar customer experiences. That led to high marketing costs, frequent promotions and difficulties reaching the necessary scale to pay off significant investments in technology, logistics, rapid shipping and other white-glove services.

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