Farfetch Bets on Drop Model With New ‘Beats’ Initiative

LONDON — Farfetch is betting on the drop model to set itself apart, highlight the most interesting products in the market and offer them to its customers exclusively. The retailer will be introducing Farfetch Beat in April, a new drop strategy that will see limited-run products dropping on the Farfetch app on a weekly basis. “The model has existed for a while, having been born out of streetwear, but we’re now recognizing the value it has with the customer,” said Farfetch’s chief brand officer Holli Rogers, who is spearheading the initiative. “We’ve really been looking at what resonates with the end consumer and want to really highlight the most interesting pieces. It’s an emotional [approach], it gives people that high they want.” It’s a move that makes sense, as the drop model is no longer reserved for streetwear kids and more luxury consumers are getting in on the action and looking for exclusive product that’s not easily accessible. “It’s the gamification of so many things: You want to get in there and get it first,” said Rogers.  Having limited-run drops can also be a more sustainable solution for brands as it tends to prevent having unsold stock left over, and Farfetch believes there will be a

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