Create - Day 1 - 16:00 - "Globalising a Luxury Brand through Affiliate Marketing"
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Those in the know will be aware that building a high-volume, luxury, global affiliate programme comprising hundreds of high-end content and shopping sites is no mean feat. Care to see how it's done? PMI: London welcomes Natasha Lawley, performance marketing manager at global fashion site Farfetch, and Rakuten Marketing's Megan Dado to discuss how brands can utilise affiliate networks to expand into new territories, as well as the importance of local publishers acting as brand ambassadors. The presentation will be underpinned by an award-winning case study around Farfetch’s global affiliate success.
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Create - Day 1 - 16:00 - "Globalising a Luxury Brand through Affiliate Marketing"
- 2. Natasha Lawley • Joined Farfetch in 2013 • Performance Marketing Manager • Affiliate marketing background Megan Dado • Joined Rakuten Marketing in 2010 • Regional Director of Rakuten Affiliate EU • Previously worked at AIMIA and other Loyalty & CRM-focused businesses Our Background
- 3. Global Demand for British Retailers Are Luxury & Affiliate Compatible? Farfetch: The Road to Globalisation Topics Covered Today
- 5. 12% Luxury sector sees increase in online orders YoY
- 6. £28bnOverseas online sales to be generated by 2020
- 7. International sales to outpace domestic growth making up of total online sales by 2020 40%
- 8. 1.5bnInternet Users 1bnSocial Media Users APAC
- 9. Today’s figures demonstrate the appetite of consumers across the globe for UK retail. This presents an enormous market opportunity for retailers regardless of their size. Helen Dickinson Director, British Retail Consortium
- 10. Where Does Luxury Build Their Brand Online?
- 12. What Does The Marketing Mix Look Like When Entering New Markets?
- 14. Affiliate Scaling Globally in a Cost Effective Manner Affiliate
- 15. Are Luxury & Affiliate Compatible?
- 16. Meeting the “Challenges” Brand Protective Strategy Scaling Globally Cost Effectiveness
- 17. Farfetch Story • $195 million financial backing • Current growth rate is over 90% • Founded in 2008 by José Neves • One-stop luxury shopping site
- 18. • 300+ fashion boutiques in 32 countries • Stock over 100,000 items from 2,000+ Designers • 9 local language sites and 11 currencies • Customers in almost 190 countries • 10 global offices Farfetch Today
- 19. How has Affiliate Marketing contributed to our Global Success?
- 20. • CPA • Select partnerships • Brand Ambassadors Reinforce Brand with Low-Risk Strategy
- 21. • Existing and growing global affiliate database • 1 on 1 partner strategy not viable Fast Track Global Reach • Target mature and emerging markets • Expand global customer base
- 22. • Selected key influencers • Relevance and consistent branding across all markets Support Wider Business Initiatives
- 23. • New, quality partnerships and improved customer journey • Local language support and a translated feed was a critical Testing Global Waters to Meet Market Intricacies
- 27. The Results 91% lift in affiliate revenue 349% growth in partnerships globally Traffic from over 187 countries Expanded Aggressively into APAC
- 29. Thank You. Any Questions?