The project
Farfetch Conscious Luxury is a resource to empower fashion luxury brands and businesses to invest in sustainability. I worked with the sustainability and marketing teams at Farfetch to use platform data for positive change.
Luxury fashion's oversized footprint
Fashion is one of the most resource-intensive industries, and the richest 1% of people on earth are responsible for 15% of carbon emissions. Addressing the disproportionate carbon emissions from the wealthiest in society is essential to achieving net zero goals.
Challenge and opportunity
To make more sustainable decisions, businesses need to understand customer sentiment and commercial opportunity. For brands, this information is often difficult to access, especially on a global scale.
The Farfetch marketplace attracts a huge audience, and their interactions with products and services provide an unrivalled and immeasurably valuable view on the luxury customer of today. The Conscious Luxury site uses consumer and partner-derived data to help businesses understand the commercial opportunity of investing in sustainability.
Building a narrative with data
Even with compelling evidence, data can’t always speak clearly for itself. The site structured data around thematics and trends aligned with Farfetch's sustainability initiatives. This informed site navigation and provided natural onward journeys to related resources.
To effectively inspire change, it’s often most compelling to hear first hand from those leading the way. As a counterpoint to quantitative data, we used interviews from a diverse range of perspectives across the luxury fashion industry.
Low carbon design
The site includes a low-carbon mode, designed to minimise the emissions generated by producing and rendering its pages. In addition to renewable-powered hosting, reducing the overall page weight by removing high-resolution images, animations and video lowers the electricity needed to load and display the site.
While the carbon savings may be modest in absolute terms, this approach helps bring visibility to the environmental cost of the digital services we use every day.
