2. Introduction …………………………………………………………………………… 4

2.2. AIMS & OBJECTIVES Within the current retail environment, to critically analyze the current business strategies of Farfetch and Revolve and evaluate the effectiveness of such strategies in delivering value, this report aims to: » Summarize the two retailers’ business models » Analyze Farfetch and Revolve’s different strategic approaches » Evaluate the effectiveness of such strategies in delivering business aims and objectives » Determine how the retailer’s approach creates value in the current environment » Propose recommendations to secure future business success

2.3. RESEARCH METHODOLOGY To effectively evaluate Farfetch’s and Revolve’s business strategies and critically analyze how the approaches contribute to their success in creating value, primary and secondary research is undertaken. Secondary research is inspected through various academic and business sources, such as McKinsey and Co, Business of Fashion, Deloitte, and GlobalData for market research. Primary research, such as a survey of Gen Z/Millennial consumers, data from EDITED Retail, and a comparative shop, is utilized to supplement secondary research.

Image from Farfetch (n.d.a)