Farfetch Takes On Reebok’s European Ecommerce
Global luxury fashion platform Farfetch is expanding into sportswear ecommerce with a new partnership to operate Reebok’s business across Europe. Farfetch will take over Reebok’s European website and apps, as well as its subscription box service Project.\Reebok. The partnership provides Farfetch a gateway into the growing sneaker and streetwear categories.
Gaining sports and streetwear access
Farfetch said it will leverage its expertise in content, data, trend forecasting and customer insights to enhance Reebok’s digital experiences across Europe. This includes improving search and discovery, personalizing recommendations, and building editorial content around key categories of interest like street fashion and sneakers. The partnership will also extend Farfetch’s marketplace, enabling more product at lower price points.
Strengthening position in luxury fashion
For Reebok, the partnership strengthens its connection to Farfetch’s core luxury customer base. Farfetch will market Reebok products to its high-end retail and institutional partners as well as subscribers. Reebok can tap into Farfetch’s network to gain greater exposure for its collections and partnerships with celebrities, gamers and athletes. The agreement extends Reebok’s reach into the growing luxury sports and street fashion segments.
Driving digital growth ambitions
The partnership aligns with both companies’ ambitions to accelerate digital growth. For Reebok, it enables it to offload a non-core business while maintaining control of brand and creative direction. For Farfetch, it provides an opportunity to gain access and insights into new product categories at a more rapid pace than building internally. The benefits are substantial for both, positioning them for future success in a fast-evolving market.
The partnership builds upon a number of recent developments around fashion and sports collaborations. Like Luxury fashion brands venturing into streetwear and sneakers, sports labels are collaborating more with contemporary and luxury fashion partners to reach new audiences. Farfetch and Reebok’s collaboration shows how these partnerships can extend beyond pop-up collections or exclusive products to encompass core parts of the business.
