FASTER FASHION: In a competitive retail climate online and offline, Farfetch is looking to enrich its customer service with a premium delivery proposition called Farfetch First.

Thousands of luxury items on the site will come with a Farfetch First banner, which guarantees a free upgrade to next-day delivery, an “elevated end-to-end customer experience” and more immersive brand pages.

Stephen Eggleston, chief commercial officer at Farfetch, believes the new service will serve brands and customers alike.

“We provide luxury brands with an elevated digital presence, enhancing their unique storytelling and meeting the expectations of global customers who view time as an essential dimension of a truly unique shopping experience. Farfetch First is set to become the benchmark for reliability and impeccable service in luxury,” he said.

The service will launch this week across Europe, including the U.K., Germany, France, Italy and Switzerland, with plans for a phased global expansion to follow. The aim is to use the Farfetch First badge as a guarantee of a luxury product, delivered as quickly as possible. Until now, customers would have to pay an additional charge to upgrade to next-day delivery.

Farfetch is launching the service with a campaign built around the universal act of waiting. “The campaign is anchored on the essential promise that, while life is full of waiting, with Farfetch First the wait is over,” the company said. “It spotlights everyday moments — a red light, a packed elevator, busy dry cleaners and a forever delayed bus — with Farfetch First interrupting the wait.”

The shoot was directed by the photography duo Tanya and Zhenya Posternak and styled by Tati Cotliar, fashion director at Love Magazine, with all the creative overseen by Matthew Whitehouse, head of editorial content and creative at Farfetch.

Farfetch, which is owned by Coupang, delivers to 190 countries and territories and serves as a platform for 1,400 brands boutiques and department stores.