The content has been created by Gucci's digital marketing team, and gives shoppers a peek at how these superfans integrate Gucci into their everyday. Communities is designed to address what analysts have described as Farfetch's biggest weakness: though it offers an ultra-wide product assortment and competitive prices, it lacks a brand identity of its own. Many shoppers don't care where they buy their luxury goods from online, so long as they get the real thing, and for the right price. And on Farfetch's marketplace, it's the individual sellers, not the company, that often determines which products are for sale.
That can make it difficult to build loyalty; though Farfetch's revenue has ballooned over the last few years, the company is spending more to acquire new customers in order to maintain that pace of growth. Farfetch had 1.7 million active customers in the first quarter, up 64 percent from a year earlier. But losses also widened, and the company's stock is down 16 percent since reporting quarterly results earlier this month.