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Burberry says Farfetch partnership is surpassing expectations

Luxury fashion retailer Burberry has said that its Farfetch collaboration, which began earlier this year, is performing ahead of expectations.

The partnership with the fast-growing online marketplace was announced in February and will give Burberry access to over 150 countries, with customers able to see the UK brand’s entire global inventory for the first time after integration with the Farfetch API.

Farfetch also powered an “immediate around-the-clock” London delivery service for the brand for the 24 hours after Burberry’s February 2018 fashion show in the city.

No numbers were given regarding the partnership in the company’s first quarter sales update, but Burberry said strong direct-to-consumer growth – which encompasses eCommerce – was led by Asia Pacific. Mobile is now the largest digital channel, it added.

Like-for-like sales in the 13 weeks to 30 June were up 3%, during a period Burberry relocated its flagship store in Dubai and closed two of its outlets.

The quarter also saw the business move to a new operating model of bringing customers frequent and “sometimes unexpected” drops of fresh product, and the company has been preparing limited-edition pieces from new chief creative officer Riccardo Tisci’s inaugural collection, which will be available to buy through a series of “instant drops” from September.

Thanks to a recently announced collaboration with UK designer Vivienne Westwood, “re-imagined iconic styles” will launch in select stores in December, Burberry added.

Elsewhere on the digital development side of the business, Burberry completed the global roll out of its new digital clienteling tool which it says will support enhanced customer service. It is part of a raft of digital investments at the organisation, aimed at making the business more efficient and customer focused.

Marco Gobbetti, Burberry CEO, said: “We are pleased with our progress in the quarter.

“The team has embraced Riccardo's creative vision and is working well together as we prepare for his debut collection in September, the next step in our journey. While we know it will take time to achieve our ambitions, our progress to-date and the energy in and around the company give me confidence for the future.”

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