Web
2021

Conscious Luxury Trends is an annual report exploring sustainability movements in luxury fashion, powered by Farfetch’s proprietary data and the Positively Farfetch proposition. It captures evolving attitudes across both consumer demand and industry supply, positioning Farfetch as a platform that blends commerce, insight, and responsibility.

The Challenge

Build authority in the luxury fashion industry and among consumers by establishing Farfetch as a credible leader in sustainability — not just reporting on trends, but helping shape the conversation and drive positive change.

The Approach

We began with a collaborative workshop to build on learnings from the previous year’s report. Around 20 participants were split into small groups to surface what was truly unique to Farfetch, and how that insight could become a compelling, distinctive story rather than a dense data exercise.

The process moved through three phases:

• Discover — review insights and performance from the previous report
  
• Define — identify what felt most relevant, differentiated, and valuable
  
• Design — shape clear narratives and experience directions
  
  

Key questions guided the work:
What’s changing in the market? What matters most to our audiences? Where does Farfetch have a unique point of view?

User Flow

The Output

The final experience was a data-led, story-driven microsite designed to feel digestible rather than overwhelming.

We expanded the Farfetch design system to support animated infographics, dynamic typography, and staggered content reveals, allowing readers to move through dense insight with clarity and visual rhythm.

As part of Farfetch’s “do something never done before” mindset, we also introduced an audio version of the report — making the content more accessible and allowing audiences to engage with sustainability insights beyond the screen, extending the experience into everyday life.

The report received strong global coverage across both consumer and industry press (78 pieces), reinforcing Farfetch’s position as a thoughtful and forward-looking voice in sustainable luxury.

Learnings

The project also surfaced clear experience and content insights:

• Quantitative customer sentiment data would strengthen future reports alongside sales data
  
• Paid distribution is important to meaningfully scale reach and impact
  
• Localisation for Asian markets can significantly improve press pick-up
  
• Leading with Farfetch’s own data earlier helps retain attention
  
• Simpler navigation, clearer chapter titles, and fewer clicks improve flow and comprehension