Farfetch has announced the launch of Discover, a shoppable tour guide app intended to merge the online and brick-and-mortar experience in fashion-friendly cities around the world.
Farfetch, an online marketplace that sells goods in more than 300 boutiques, launched the app this week in the United States with plans to take it live on Apple's App Store Oct. 1, reported Women's Wear Daily. The app will feature shopping guides for London, New York, Los Angeles, Paris, Milan and Berlin, with additional cities rolling out monthly.
The app works by serving as a guide when in any one of the designated cities. A shopper can access dedicated "city guides" to see what shops are nearby and pick up tips on what to do while visiting. Then consumers can either pop into the boutiques or order from the stores via the app.
"We know that 93 percent of retail is still done in brick-and-mortar and this is what we are trying to bridge and to bring online," said Jose Neves, chief executive of Farfetch. "With the launch of the responsive site, what we didn't need was another shopping app."
The goal of the app: bring together the online and offline worlds of shopping. Currently 25 percent of Farfetch's sales come from mobile.
Farfetch's online marketplace is only one of several looking to leverage the power of mobile. For example, Luvocracy—recently purchased by Walmart's (NYSE:WMT) technology division, WalmartLabs—enables the entire social shopping experience, from discovery to commerce, within the four walls of the app.
Another potential competitor is online apparel exchange Pose. The company recently unveiled a new feature of its Web- and app-based digital photo sharing service. Users will now be able to buy, sell and trade clothing and accessories.
-See this Women's Wear Daily article
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