How Can FARFETCH Attract More Generation Z Consumers?

Abstract

FARFETCH, an e-commerce platform, became one of the biggest winners in the fashion industry in 2020. With a relatively younger consumer group than similar platforms, its success is inseparable from its attraction to the youth, including Gen Zers. This study aims to research effective strategies that FARFETCH can employ to attract more Generation Z consumers, indicates its current business model using the seven Ps of marketing, identifies methods for it to gain more Generation Z consumers, and conducts a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of its business activities. It contains both the advantages and possible measures to improve FARFETCH in the market of Gen Zer and demonstrates that FARFETCH has good business strategies for gaining Generation Z consumers and indicates some possible ways to improve. The goal of this research is to provide an example to show the application of an innovative fashion business operational model and related business strategies that focus on Generation Z consumers.