Coupang Inc., South Korea’s largest e-commerce player, is set to seize control of the country’s online luxury market with Farfetch amid the fast decline of the country’s once-promising luxury-only platforms.
Coupang and Farfetch announced on Monday that the global online luxury retailer is making its broader foray into Korea, one of the world’s hottest luxury markets, by integrating with the R.Lux app, the Korean online retail giant’s dedicated luxury retail service.
By leveraging R.Lux's local services and operating network, Farfetch will offer Korean consumers free shipping and returns on purchases of haute couture brands through its app, in addition to Coupang’s hallmark fast delivery service.
Anyone looking to buy Dolce & Gabbana or Thom Browne fashion items from Farfetch just needs to tap the R.Lux tab on the Coupang app to search and purchase. Orders will be fulfilled by the London-based online modern luxury marketplace and delivered to Korea within four to seven days.
The Korean e-commerce giant will handle import tariffs and value-added taxes, ensuring streamlined, transparent direct purchasing experiences for Farfetch buyers. The Korean price quoted includes all duties, and refunds reflect the full paid amount.
Coupang Rocket Delivery service (Courtesy of Coupang) The service will launch with an extensive range of categories, including womenswear, menswear, shoes, bags, watches and fine jewelry from the top global brands such as Dolce & Gabbana, Missoni and Ferragamo, as well as emerging designers.
“We are thrilled to offer our partners – both brands and boutiques – a tremendous opportunity. This unique gateway will significantly expand their access to the high-spending South Korean luxury market,” Stephen Eggleston, chief commercial officer at Farfetch, said in a news release.
Until now, Coupang and Farfetch have operated separately.
COUPANG’S LUXURY PUSH COMES AMID INDUSTRY SHAKEUP
Coupang’s bid to expand its presence in the Korean online designer fashion market coincides with mounting pressure on the country’s online luxury marketplaces run by smaller startups amid weakening demand for high-fashion items.
Balaan, Trenbe and Must’It rose to emerge as Korea’s top three high-end fashion marketplaces during the COVID-19 pandemic.
Korea’s bigger online retailers are now stepping in. They are moving quickly into the upscale fashion space, leveraging faster delivery and stronger consumer trust around authenticity.