Farfetch aims to end fashion faux pas with new service

Gucci designs on the runway in Milan in February Image copyright Getty Images
Image caption Gucci designs on the runway in Milan in February

A luxury shopping website has a new answer for fashion emergencies: 90-minute delivery from Gucci.

London-based Farfetch has come up with the service in a bid to defend itself amid the upheaval in the retail sector.

Farfetch said it had developed technology aimed at collecting better data on in-person shoppers.

The site has also unveiled a design-your-own shoe tool for one of its brands.

The internet and other technologies are making near-instant delivery, customised products and laser-focused marketing increasingly common.

Farfetch, which has forged a reputation as an online platform for high-end boutiques, was founded in London in 2008 by Jose Neves, a Portuguese entrepreneur who began his career in software and shoe design.

He expects further melding of the online and physical shopping experience, even as traditional brick-and-mortar shops survive.

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The speedy Gucci delivery is available to online shoppers in 10 cities including London, New York, Dubai and Los Angeles. Farfetch already offers same-day delivery in select cities.

The site said it would start experimenting with the data tools at its Browns boutique in London and New York later this year.

Well-heeled customers can opt for customised loafers from Nicholas Kirkwood, which start at £425 a pair.

Farfetch employs more than 1,000 people and ships to more than 190 countries. Its most recent fundraising round valued the company at more than $1bn.

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