“Store to door in 90 minutes” is the headline behind a new partnership between Gucci and e-commerce platform Farfetch. The duo have teamed up to indeed enable shoppers to receive items they order from the Farfetch website or app within a 90-minute window.
Those orders are fulfilled directly from Gucci stores in London, New York, Dubai, Los Angeles, Madrid, Miami, Milan, Paris, Sao Paulo and Tokyo. A launch video (as below) shows three women – in Tokyo, Milan and LA – having an urgent need to replace their Gucci wares after laundry shrinkage, coffee spills and theft.
Said José Neves, founder, co-chairman and CEO of Farfetch at an event launching the company’s Store of the Future concept yesterday: “Luxury takes time but it needs to take time the right way. If you’re in a Michelin-starred restaurant, you want it to be slow. What you don’t want to be is waiting for the table. So luxury takes time to produce and bring to market. But once it’s there then it’s all about fast delivery. And the reason for that is that time has become – or perhaps was always and now we’re more conscious of it – the ultimate luxury good.”
He referenced start-ups including Airbnb, Uber, Deliveroo and Spotify as providing us what we want, exactly when we want it, as well as research carried out by Bain & Company that shows the number one consumer criteria when buying luxury online, is timely delivery.
Farfetch operates a distributed model, meaning it has thousands of points worldwide it ships from – including brand stores, boutiques and warehouses. It does so to 190 countries, with 89% of its shipments heading overseas. It already offers click and collect in 24 markets and same day delivery in 12 cities.
This 90-minute launch with Gucci (also dubbed F90) is an exclusive one for six months before it will roll it out to other partners.
Gucci president and CEO Marco Bizzari said: “This service represents the type of new service level that the luxury fashion industry needs to embrace in order to meet the ever-increasing expectation among luxury customers today, for an outstanding level of service that is flexible and seamless across channels and geographical locations.”
A number of other fashion retailers have trialled such deliveries in the past, including the likes of Warehouse and Oasis in the UK. MatchesFashion.com recently launched 90-minute delivery in London also, while Net-a-Porter and Mr Porter are testing out a “You try, we wait” service.