Gucci And Farfetch Will Cooperate In The "Future Store Plan"

According to the world clothing shoes and hats net, in March of this year, there was news that

It will build its own e-commerce platform, and sell some products besides its own brand.

Brand.

Seeing LV's parent company in the electricity business, Gucci is a little scared.

Electronic business platform Farfetch as helper.

This cooperation is not Farfetch to help Gucci sell goods so simply, but more technology elements.

The two sides named cooperation as "future store plan", not only help Gucci improve online experience, but also use software and equipment to help Gucci store online enough to collect enough user information.

Consumers can purchase Gucci's selected products on Farfetch's mobile App and website. Once the order is successful, Farfetch will be pferred from Gucci London, New York, Dubai, Losangeles, Madrid, Miami, Milan, Paris, St Paul and Tokyo to the store, and will be delivered to the door within 90 minutes.

Of course, if consumers outside these areas, such as Chinese consumers, may not be able to deliver such an efficient distribution at present.

The cooperation between Farfetch and Gucci is based on online shopping and physical distribution.

Fully dispel customers' concerns about online luxury goods and maintenance.

According to the two reports released by Altagamma Foundation of Italy luxury industry association, in 2016, the proportion of people who purchased luxuries in physical stores decreased to 39% in 2016. After searching relevant information online, the proportion of online purchases increased to 42%; after online shopping, the proportion of online purchases rose to 9%; the proportion of online shopping channels reached 10%.

When discussing luxury electric shock in the past, we all focused on whether or not to touch the net and how to build an electricity supplier channel.

From the report, online search and offline shopping are increasing. This brings new thinking to the industry. How luxury can integrate the entity store with the electricity supplier, expand the channel and enhance the experience of the entity shop.

Jose Neves, the founder of Farfetch, once said that retailers need a way to gather and browse their customers' information in the store, just like searching and collecting data on the Internet.

Farfetch is not only a luxury business platform, but also positioned itself as a technology provider, providing technical support for some high-end brands, such as building an e-commerce platform for YSL and Manolo Blahnik.

The cooperation between Gucci and Farfetch may bring some inspirations about the pformation of entity shops and the integration of online and offline businesses.

Farfetch will provide store scanner for Gucci. When customers enter the store, they will log on to Farfetch's App. The scanner will synchronize the consumer's data, and allow the employees in the shop to check the customer's information, including the items they may purchase before, or the wish list of the online store and the goods of the shopping cart.

LV has tested similar technologies in Paris stores, using the smart phone frequency detection device to collect information from customers when they come near stores. Just like online retailers have been using embedded browser's Cookie for many years, breaking the barriers between digital business and physical business.

Farfetch will also provide special clothing rack, which can record that customers take those clothes from the hangers and try them on. They can not only help the staff of the shop to understand the preferences of consumers, but also update the information of these clothes to the consumer's App's wish list, so that they can buy them in the future.

Farfetch has also developed a smart mirror to enable consumers to browse and select products and goods in online stores, so as to avoid the embarrassment of consumers running off the Internet without any online limited products.

In addition, the Smart Mirror helps consumers make some customized services.

These high tech "future stores" will be launched later this year in London's luxury boutique Brown and New York flagship store Thom Browne store.

If a brand tries to combine digital efficiency with the perceptual side of a physical store, they have a good hand.

However, the digitized product is quite convenient, but it is full of the risk of privacy leakage.

With a membership card and landing on APP, the privacy of consumers can be completely exposed. From paction information, we may know the bank card information, guess how many deposits from buying several packages, and automatically draw a line between the rich and the poor, which is really uncomfortable.

Although new technology and new experience can bring some convenience, some consumers still prefer to feel that no one knows her when they go shopping.

More interesting reports, please pay attention to the world clothing shoes and hats net.