- Farfetch staged a music party in Shanghai in collaboration with one of the “big four” cognac houses Martell.
- Known as FARFETCH MIX Music, the music party was the first event under the label’s new IP project – FARFETCH MIX, with Shanghai being the first stop.
- Zhang Yanqi, a 25-year-old singer and songwriter with over 9 million followers on Weibo, was invited to spice up the opening event.
British luxury online retailer Farfetch assembled China’s fashionable music aficionados by throwing a musical party at Shanghai’s SYSTEM in collaboration with one of the “big four” cognac houses Martell. Located in the Xuhui district, the venue is a multi-functional space, working as a club, theatre, art gallery and live house, which has become a modern lifestyle destination in the metropolitan city.
Entitled FARFETCH MIX Music, the live house event was hot on the heels of the launch of the label’s global IP project – FARFETCH MIX, with Shanghai being the first stop. The new IP is expected to be a steppingstone to helping Farfetch collaborate with various industries, while delving into popular cultures and infusing them with the element of fashion. This endeavour also intends to engage with a wider range of trend chasers and to help them understand Farfetch’s diverse fashion styles.
Under the tagline “Combine any form of individuality, any type of culture, and any style of fashion”, FARFETCH MIX is designed to blend differences together and to strike balance, while exploring the possibilities of cultural fusion. It shows the platform’s value of diversity and inclusivity, as well as its attempt to cater to the pursuit of individuality amongst the young demographics.
The move also tapped into the live house music trend which has been growing in popularity, particularly amongst the post-95s and post-00s cohorts, and thus, drawing increasing attention from marketers in China.
Having kicked off on 8 July, Zhang Yanqi, a Chinese singer and songwriter was invited to liven up the opening event, and the 25-year-old was seen in outfits from several of Farfetch’s luxury partners, including Heron Preston, AMBUSH, and AMIRI.
The engagement furthered the voices of the event in the digital space, with the post shared by the celebrity who is followed by over 9 million on China’s Twitter like microblogging site Weibo to garner nearly 60,000 likes and tens of thousands of shares and comments.
Leveraging Martell’s expertise in party hosting, the event drew in over 1,200 attendees, ranging from music enthusiasts, to KOLs and Farfetch’s VIPs. As such, the brand was able to not only strengthen its relationship with its existing customers, but also connect with the local music community, while allowing its fashion gene to penetrate the target audience effectively.
With the offline event generating buzz, it propelled the campaign hashtag to attract more than 6.4 million views on Weibo.
The birth of the FARFETCH MIX IP would allow the brand to leverage more of the country’s subcultures to curate exclusive branded events to entertain, and therefore, provide more engaging consumer experiences and deepen the brand’s influence in China.