Pret-a-Reporter

You Can Now Have Gucci Delivered to Your Door in 90 Minutes

Courtesy of Farfetch

Thanks to Farfetch.

There's fast fashion and then there's faster fashion.

Luxury e-commerce company Farfetch announced Wednesday that it has partnered with Gucci on a 90-minute delivery service. That's right, you can now order a range of Gucci ready-to-wear, bags and accessories and have it delivered directly to your door in just an hour and 30 minutes from the time your order is placed. 

The service can be accessed via the Farfetch website and app, and each order is neatly packaged directly from select Gucci stores across four continents in 10 cities, including London, New York, Dubai, Los Angeles, Madrid, Miami, Milan, Paris, Sao Paulo and Tokyo. Each order is then collected by Farfetch couriers and delivered to respective customers. 

To get a better sense of the process, Farfetch has created a video starring street style maven Tamu Mcpherson in Milan, actress Yuko Araki in Tokyo and model Laura Love in L.A., who all solve their respective "fashion emergencies" with the service. Check it out below.

Farfetch was founded by Portuguese entrepreneur Jose Neves in 2007 as an integrated online marketplace that supports independent boutiques, both established and emerging designers, in the e-commerce sector. The company doesn't carry its own stock, but instead connects consumers to products from more than 500 boutiques. It's currently valued at more than $1 billion.

Net-a-Porter founder Natalie Massenet recently joined Farfetch as a nonexecutive co-chairman, and said she looked forward to "further realising FARFETCH’s potential, developing its global brand and strengthening its fashion industry partnerships." Perhaps she had a hand in developing this Gucci deal?

Gucci, under creative director Alessandro Michele's reign, continues to be parent company Kering's golden child. The Italian luxury label's sales rose 21 percent in the fourth quarter. The fashion house's latest partnership seems to follow its goal of courting millennials, from its memes campaign to its #24HourAce Snapchat project. Millennials are all about that same-day service, after all.

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