The Challenge

Renowned for exquisite tailoring and avant-garde influences, Thom Browne challenges and modernises the traditional suit across menswear (2003), womenswear (2011) and childrenswear (2021).

In 2017 Thom Browne’s online offering predominantly served only US customers, with all orders being fulfilled from their store in New York. The brand was seeking a commerce partner to help penetrate new markets, unlock their international operations and fuel global reach.

Recognising that tech and global expertise in luxury fashion was crucial for achieving these goals, Thom Browne chose to partner with FARFETCH Platform Solutions.

THE SOLUTION

To expand the reach of Thom Browne’s customer base to beyond the US we focused on key areas involved in international expansion - localized and translated websites (including a website rebrand), international digital marketing and global logistics.

Within three months of launching the rebranded website, we published localized sites in Chinese, Japanese and Korean and activated key international levers across branded customer services and localized digital marketing. These included SEO and CRM integrations specific to each region.

Using our own expertise in global logistics we were also able to help the brand unlock international shipping to 190 countries.

Building on this strategic approach, we focused on an in-depth redesign of the online Thom Browne experience. We translated the in-store experience to a fully immersive digital destination, with embedded intuitive features designed to wow the luxury customer and with rich assets to showcase the sophisticated look and feel of the brand.

We further expanded Thom Browne’s global reach with a localized South Korea experience in our third year.

Beyond this initial 3-year partnership, we continue to focus on growing and testing new marketing opportunities across all live global regions, solidifying Thom Browne's position while also exploring new digital channels for continued innovation and expansion into new territories.

THE RESULTS 

International shipping to 190 countries

Quick growth into new international markets

+833% Gross Sales YoY in South Korea (2019-2020)

+147% Gross Sales YoY in China (2018-2019)

+36% Gross Sales YoY in Japan (2018-2019)

Combined Asian markets have overtaken the US market contribution and account for 56% of total revenue share

Total global growth +173% YoY (2018-2020)