Now owned by Coupang, Farfetch is a British-Portuguese online luxury fashion marketplace that offers products from more than 700 boutiques and brands worldwide. Its mission is to serve as a global platform for luxury fashion, connecting creators, curators, and consumers.
The main objective of the project involved consumer research in China and South Korea for one of the brands on Farfetch.
The key questions the client was looking to answer were:
The client contacted Daxue Consulting to assist with the execution of in-depth interviews with Chinese and South Korean consumers to understand more about the online consumer experience. Daxue Consulting was involved by
Daxue Consulting conducted a series of in-depth video interviews with the client’s Korean and Chinese customers in order to collect substantial and qualitative feedback on the targeted questions.
After conducting the interviews, Daxue Consulting provided a video and audio record including English word-by-word transcript/subtitles matching the respondent’s speech during the video. Using the research, we provided a top-line summary report to the client with actionable recommendations to help our client optimize its homepage for a smoother shopping experience with fewer drop-outs.
The results of the in-depth consumer interviews and analysis allowed the client to know what improvements to make to their online user experience in South Korea and China.
Having become one of the most localized Western platforms operating in the Chinese luxury market, Farfetch was cited as “one of the very few Western platforms succeeding in China” in 2021 by the company’s VP of Commercial, Greater China and APAC.
