Abstract
In the age of new media marketing, the fashion industry aimed to keep growing its market share while preserving the high quality of its products and preventing brand dilution. E-commerce is inevitably gaining ground. Farfetch was established in 2007 as an online platform for retailing luxury products. It is a tremendous player in the fashion and luxury industries. The business wants to be the industry leader in the world for luxury fashion technology platforms that link customers, companies, and designers. This research concludes that Farfetch has a strong grasp of exploiting the traceability of customers and transactions in the age of new media marketing through study analysis and comparative analysis. As a result of the traces left by people’s actions and movements on social media, Farfetch can predict every customer’s purchase and likes by boosting interaction in marketing. In conclusion, the three key components of Farfetch’s success in digital marketing in this new media era are traceability, data sharing, and interactivity.
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