FARFETCH

Farfetch, a leading global platform for the luxury fashion industry, set its sights on increasing awareness with the student demographic. 

With students today wielding more disposable income than their parents did at university, the opportunity was clear – but so was the challenge.

Challenges

Luxury fashion often gets labeled as “off-limits” for those on a budget. 

Farfetch’s mission…

To flip that narrative – with a little help from Pion, of course.

Farfetch wanted to show students that high-end style isn’t out of reach

They wanted to position themselves as the ultimate destination for Gen Z: one that’s not only aspirational but also aligned with students’ love for individuality and sustainability.

The solution

Enter the April Loan Drop: a golden opportunity for students, topped up with fresh funds, to revamp their wardrobes in style.

To seize this huge spending period, Farfetch teamed up with Pion in a two-fold way. Firstly, they used our in-house insights to determine the time period of the campaign – learning that the April Loan Drop was a prime time to get in front of students.

Then, Farfetch launched an integrated social media campaign, with Student Beans Creators (our network of student influencers) taking center stage.

The creators infused the campaign with authenticity. Their content, covering everything from sustainability and sneaker culture to fashion wish lists and hauls, hit the perfect balance of aspirational and relatable.

This campaign wasn’t just about awareness or engagement: it was about reimagining how students see luxury fashion, making it feel both exciting and attainable.

The results

We’ll let the numbers tell the story.

• 1.5 million impressions generated, reaching an engaged audience of fashion-forward students.
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• Over 60,000 engagements, with students enthusiastically interacting with content that felt authentic and relatable.
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• A 16.8% year-on-year increase in orders from the student segment during the campaign.
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• A 19.4% year-on-year revenue increase, showcasing the tangible impact of connecting with Gen Z on their terms.

Why it worked

Authenticity at its core

We know that the best people to communicate with Gen Z are Gen Zers themselves. Peer-to-peer marketing is the most effective method of persuasion, right? 

By using content created by real student consumers, the campaign resonated with the target audience.

Gen Z insights to win big 

Fail to prepare, prepare to fail. By leveraging Pion’s understanding of student behavior and our research, Farfetch ensured the messaging landed at the perfect moment.

Creative impact

Themes of sustainability and individuality made luxury feel relatable, while the mix of aspirational and practical content captured the attention of students.

Ready to tap into the $360 billion dollar opportunity?

Want authentic campaigns, with very real results? Reach out today and let’s make it happen.

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