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.

1. 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

4. £720m+
UK
e-commerce
trade
=
Global Demand for
British Retailers

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?

13. PPC
Affiliate
PR
EmailSocial
SEO
Display

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

24. Centralised
Services

25. Understanding Each Market

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?