LONDON – Under new owner Coupang, Farfetch is expanding and ramping up support for the brands on its platform with the relaunch of its in-house advertising business.

WWD has learned that the business, known until now as Media Solutions, is relaunching as Farfetch Advertising. The aim is to give regional brands the opportunity to reach wider audience, and global brands the potential to accelerate their growth.

An announcement is expected today.

farfetch-2 argues that optimizing for specific markets and using targeted marketing techniques can drive a “significant performance uplift” across all companies and product categories.

The fashion ecommerce platform said that brands such as Versace, Dolce & Gabbana, Essential Antwerp and Boggi Milano have already witnessed “measurable benefits” both in terms of traffic and return on ad spend.

Like its predecessor Media Solutions, Farfetch Advertising is a paid-for service available to current partners and brands, and others outside the Farfetch ecosystem looking for increased visibility.

Farfetch said the relaunched advertising platform has been designed to address marketing challenges unique to the luxury industry, “such as understanding the complex path to purchase, building brand equity and ensuring brand safety.”

Caroline Cochin De Billy, vice president supply partnerships at Farfetch, said the company is “committed to providing our partners with a service that enables them to truly stand out. Our advertising solutions are a gateway to access untapped customer segments and drive measurable uplift within a strictly luxury environment.”

Emanuele Bicocchi, founder and CEO of the eponymous Milan-based jewelry brand, said the Farfetch ad service has “allowed us to increase global awareness and communicate who we are in markets where we have no physical presence or wholesale partners, such as Mexico, Brazil, and Australia. We’ve been able to reach a more diverse audience and share a more inclusive, genderless vision.”

Timex Group said its recent campaign for Versace watches helped it drive “meaningful brand engagement and visibility during a key sales period. The versatility of the campaign, particularly through sponsored products and social amplification, delivered measurable results and outstanding return on investment.”

The enhanced service is being launched alongside a new dedicated website that gives brands direct access to the Farfetch ad team.

Coupang has been moving quickly to fortify Farfetch after purchasing the company out of administration at the end of 2023.

Earlier this month the company announced plans to push into South Korea, one of the world’s hottest luxury markets, through an integration with the R.Lux app, Coupang’s luxury vertical in the country.

Farfetch said it wants to leverage the R.Lux local services and operational network in the region, where its business is still small.

On Coupang’s watch, Farfetch achieved revenues of $1.7 billion in 2024, while losses narrowed to $34 million. In February, Coupang said the business was on a “positive trajectory,” and turned a profit in the fourth quarter. 

There are currently 1,400 brands, boutiques and department stores on the Farfetch platform, which serves customers in more than 190 countries and territories. The site has 40 million monthly unique users and the company said most of them are Gen Z and Millennials.