Questions Flashcards
Why Farfetch?
- Growing industry ($122 Bn by 2025) Fashion and business. Start of the journey.
- Innovation - AR
- Values - Diversity
Why this role?
My areas of interest, alongside linking with my existing experience. Gives me the opportunity to really progress my skills. Rotational. Enjoy. Experience
What can you bring to SEO?
Bring my experience as a consumer, and reseller. Analytical. Forecasting Trends. Adaptable.
What can you bring to influencer marketing
Relationship building. Journalists - Clients - Influencers. Verbal communication. PR.
What can you bring to social media marketing?
Forecasting trends on social media. What I would wear to a fashion show trend. Analytical mindset. Creative thinker. Good Eye.
What can you bring to Farfetch?
Aside from my passion. My hard-working nature - positive thinking. Drive to succeed which is needed in a start-up. Willingness to learn and take critique.
Good social media campaign?
Coach, 40% increase in growth. Weibo. WeChat. ‘Hot Moms’. 4th most digital effective brand. Middle-class aspirations.
Previous Farfetch social media campaign?
Black Designers, ACW, Teflar, Grace Jones. Diversity. Why? Consumer base. 2.8 million
Bad social media campaign?
MAC - Ramadan campaign -Suhoor - 2018 - Culturally unaware. Makeup campaign
Good influencer marketing?
Molly Mae - PLT - cross platform - authentic - consistent - created her own brand - paid 8k for her own giveaway - 1 million followers for 8k - less than 1p p/f enagages
Paris Hilton - Lavain
Spencer Matthews - Clean Co - Bad boy persona
Farfetch influencer marketing?
Laura Harrier - intl womens day. Parker Kit Hill - Tom Browne. Emma Rose - Designer
Bad influencer marketing?
trust has declined - Fyre Festival - Lucy Watson - Charlotte Crosby - WEWOREWHAT
What is social media to you?
share/exchange information and other forms of expression in virtual communities
What is influencer marketing to you?
Role models - find people who fit our own aesthetic - recommendations - build a community - trust
What will be your next steps if your SEO methods/techniques aren’t working?
Diagnosing the issue, look at key words figure out why and then recommend a change in strategy
How many countries does Farfetch operate in?
190, in 9 languages
Example of working with an influencer (positive)?
S: Working with Mum blogger on behalf of a healthy food retailer who wanted to publicize low costs
T: Sent out PR packages in exchange for pictures, reviews, and details of products - complete cost breakdown. Struggled to think of meals
A: Sent over detailed meal planned packages instead of ingredients
R: Became a long-term ambassador, we represent the company, not the PR firm.
Example of a social media campaign i did (positive)?
S: Boring IG page BWS, focused on FB
T: Renergise social media, engage customers
A: #HotTubSunday, repost our favourites and win a prize
R: More followers, engaged community, CRM
Challenges working with an influencer?
S: PR - Client wanted on specific influencer priced over the budget by any means necessary
T: Getting them on board
A: Introduce a discount link for their followers
R: Happy to continue a relationship + affiliate
Challenges working with social media?
S: Multiple interns with all different ideas
T: Creating a cohesive platform
A: Introducing IG templates and schedules Hootsuite
R: Put together feed and campaign
What motivates you?
opportunity for progression and learning, being in a space that has an open-door policy and is happy to offer that support. inclusive environment.
What inspires you about Fashion?
extension of art - tech wear and more utility work. expressionism.
What do you know about our customers?
Online customers - not access boutiques - affluent - tech-savvy
Smaller boutiques - platform to sell. acne studios
Any new SEO trends?
y2k - Depop
What is SEO to you?
Key to a company’s success - Paid ads - Keywords - invested in early - Free global - 24/7 customer service
Tell me about a time you worked with someone who had a different personality from yours?
S: PR Firm
T: Create a pitch for a flower business with someone who is more creative
A: Created visual pitch - short video of what we can do and could do for them
R: Happy to sign on board and stayed as a client asking me to manage their account - great idea thanks to diversity of thought
Describe a time where your team was undergoing change, how did this impact you and how did you adapt to change?
S: Midway through a project the clients marketing manager changed and wanted to shift strategy - journalists
T: Had to incorporate social media + stay in budget
A: Sent packages to influencers
R: Stayed under budget - happy all round
Give me an example of a time where you were able to be creative with your work? What did you find exciting or difficult about it?
S: University project
T: Had to create a marketing campaign introducing ‘Too good to go’ to foreign markets - boring presentation
A: Vogue style interview to give all the info - difficult to make everyone believe in the vision and implement it
R: High marks - used as an example
Describe a time where you saw a problem at work and you took the initiative to correct it without waiting for someone else to do something about it?
S: BWS - unhappy customer on FB page
T: Looked to see who managed them - on holiday
A: Apologised on the post and asked for them to DM us, apologized again, and personally ensured it was resolved with customer service
R: Happy customer - loyal client - avoided bad publicity
We talk about Todos Juntos (all together), global approach is important to us, how would you make yourself aware of this?
understanding the positives of having a diverse workforce and togetherness - working towards the same goal - implementing this in every action I take - rather than thinking about how it benefits me instead thinking how it benefits us.
As a team we encourage everyone to share ideas, how would you feel if your idea wasn’t taken on board, how would you persuade them?
Disheartened - Understanding different personality types - macro/micro in order to persuade.
Think about a time where you made a mistake? And what would you do to rectify it?
S: Envelopes
T: write and check them but I didn’t
A: Made my manager aware I was overwhelmed - asked for help to manage time
R: manage time more efficiently
How will you check if your SEO campaign is working or not?
check the website’s statistics, which tells you about the origin of the traffic. make a search based on the relevant keywords and key phrases and look for the search result. The number of the search results will tell you whether your SEO campaign is working or not.
Who do you see as our main competitors?
SSENSE, net-a-porter, matches, mytheresa
How can we stay ahead of our competitors?
Innovation, focusing on new-gen markets, accessibility, Sustainability, Diversity, new talent
What will be your next steps if your SEO methods/techniques aren’t working?
Diagnosing the issue - to correct the issue
Describe a time where you struggled to build a relationship with someone important? How did you combat that?
S: BWS old traditional team with a lot of experience
T: Having to implement social media with them not understanding the value
A: Understanding they have more experience but presenting a clear and figure based strategy
R: Allowed to create a BWS account that is still used to engage the community and even sell products
Describe a time where your team underwent an unplanned change. How did that impact you directly and how did you adapt?
S: Circle of Power, an important team member left
T: High amount of tasks, overwhelmed, demotivated team
A: Offered a schedule for paid overtime approved by the manager
R: Team remained positive
How will you seek global understanding? How will you increase cultural awareness?
- Bridge the communication gap
- Training days
- Understanding subconscious bias and understanding privilege
We are cultural, what steps would you take to ensure you stick to our ethos?
Immersing myself in Farfetch’s culture in every aspect and also my own lifestyle. Spending my own time to see how I can go above and beyond to adhere to the ethos.
What do you think are the key elements to building relationships with influencers?
- making them feel valued and respectful for their platform
- effective communication that is transparent, clear, and concise
- authenticity
How would you assess, high quality vs low-quality influencer?
- Looking at previous deals
- Looking at analytics, engagement risks, and asking for data on their followers to see who their average follower profile is.
- quality of posts
How would you assess if the influencer is worth the money?
Look at previous brand collaborations and see if they have any long-standing relationships or are they several short terms
If you were given a budget, would you spend it on maintaining a long relationship or several short term?
Hybrid approach - brand awareness - authenticity trust is key
If you were given a budget, would you spend it on maintaining a long relationship or several short terms?
Hybrid approach - brand awareness - authenticity trust is key
Social Media can be a powerful marketing tool as well as customer service. Describe a time where you merged the two?
S: BWS IG page
T: Customers didn’t like speaking on the phone - were busy
A: created a #BWSHelp
R: Our customers were engaged, easy to find.
Tell me about a time where you set a goal for yourself? How did you go about ensuring you met your objective?
S: P.R case study in a national newspaper within 6 months
T: Set 3 week goals to reach and outlined the tasks that needed to be completed in order to do this
A: Felt disheartened by month 4, spoke to my manager
R: Was given the opportunity, practiced, achieved with 2 weeks to spare.
Give me a fact
Any fact - check if correct
Tell me about a time where you faced communication challenges within a team using written communication to correct this?
S: Worked with a large group, mis communication
T: Had to create a cohesive presentation
A: Created a spreadhsheet outlining each task, who, by when
R: Task was completed ahead of time
Tell me about a time where you had to rely on visual communication to get your idea across to someone?
S: Group presentation with intl students
T: Difficult to communicate verbally
A: created visual communication tools to show each member of the group what task they needed to completed, how and by when?
R: Involved the group, created a project
How do you set goals?
I used the SMART method
How would you go above and beyond for a customer?
Understanding their needs, tailoring products for them, building trust, ensuring they have all information, transparency, clarity,
Tell us about a time where you exceeded expectations?
S: PR firm - presentation with a new client
T: Tasked with creating a client pitch - overview of business - competitor analysis -
A: Created infographics of current analytics, analysis on current marketing campaigns whats worked well, detailed evaluation of current segment and changes + forecasts of market. - sent notes in advance
R: Happy client
How would you handle negative feedback?
Not a personal attack, ask clarifying questions, ask for feedback often, and make a detailed plan of how to tackle the feedback
How do you face challenges?
logical approach, outline the reason for this challenge and identify the key aspects - overview of the problem - come up with a solution
What environment do you thrive in?
that allows progression and the opportunity to learn - open door policy where the support is there if needed - a inclusive encuronment where ideas are welcomed and feedback is positive with areas to improve
What is your understanding of the industry?
currently worth $28 billion to $122 billion by 2025
huge growing industry
new customers
lots of opportunity
What is Farfetch doing well in Marketing?
invested in SEO early, understands and has ingrained diversity into the core of its campagins.
Farfetch Mission Statement
FARFETCH exists for the love of fashion. We believe in empowering individuality. Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers.
What could Farfetch do in Marketing
Expand to wechat further using JD - e commerce logistics and CRM data
Tell me about how you work under pressure?
embrace - best version of myself - decisive and logical manner - create a presentation EOD collected my thoughts - presented - relieve pressure through activities
Give me an example of when you made an unpopular decision, and explain how you implemented it?
S: Pr firm, new potential client
T: had to create a strategy, I led the team
A: decided that instead of leaving early on friday we would finish it off to a higher standard
R: Client was incredibly happen, we all got praise from our boss
Tell us about a time where you received difficult feedback?
S: Pr firm, produced a poor press release
T: Was given harsh feedback - was disheartned
A: Took a walk to clear my head, went back looked through pervious pr releases. Improved and checked with supervisor
R: Better feedback, with areas to improve
Share an example of when you motivated your team?
consider who you’re motivating
S: University module, we recieved poor grades to a project and members were not focused
T: Positive encouragement, contangious positivity
R: A lot more invested in the project - got a great grade
Tell me about a time where you were in conflict with a peer, and how the situation was resolved?
S: Collegue missed deadlines
T: affected my work for my client
A: I was upset, however I knew that it wasn’t intentional so I spoke to them about their workload and found they were overwhelmed - i offered support
R: Greater understanding, and teamwork
Tell me about a time where you were able to not meet a deadline, what did you do?
S: I missed an important deadline for a client
T: I didn’t realise the extent of work needed- despite working overtime - i missed the eow deadline by 2 days
A: before EOW - called client - accountability - new timeline
R: met second deadline - good communication
Tell me about a goal you failed to achieve?
S: I was responsible for a client interview
T: I went in with research and interviewed my client, wrote it up
A: When I showed my manager the work, they didn’t think it was good enough to be sent to publications and even with slight improvements it wasn’t picked up by any big newspaper
R: Upset - hard work- learning opportunity - i spent the week - rectifying the issue and making a new plan of how i could achieve this goal and the imporvements needed
What does Be Revolutionary mean to you an example?
Innovation - creative solutions to change the future. e.g. S: Pak soc no budget T: create an engaging event A: Involved uni students R: Amazing event - raised loads of money
What does Be Human mean to you an example?
Empathetic, respect, welcoming mistakes as learning opportunties.
S: When my colleague didn’t meet the deadline and left me in detriment
T: I knew that this is a hardworking person, seperated myself from the situation
A: Spoke to them in an understanding manner offering my support
R: They felt like they could rely on me and were more open and transparent
What does Think Global mean to you an example?
working collectively, inclusive
S: Working in marketing it is key to be collaborative, when creating client pitches
T: I always think its important to have an open brainstorming session, with no idea being wrong at all completly inclusive
A: Led the session to boost morale and motivation,
R: Team all feels involved with each others work even if it is not their client
What does Todos Juntos mean to you as an example?
greater good, and fostering positive actions, celebrate our achievements.
S: Within my group of interns, did her first client pitch
T: We were all incredibly supportive of her, she was overwhelmed
A: So we offered our ideas and support, offering to help with small tasks to ease the work
R: when she completed the pitch I suggested we all take lunch together to celebrate the achievement
What does Be Brilliant mean to you an example?
Passion and have ambition
S: Fashion app start up I was a low level intern
T: showed my passion for the immersion of tech into fashion, did further research in my own time of the industry
A: my managers were impressed and offered me more responsbility
R: Led my team on our first social media campaign which was succesful
What does Amaze Customer mean to you an example?
forefront of our mind, understanding what they need and going above and beyond to exceed their needs.
S: Client pitch of current campaign/products
T: Created forecasts, MR, competitor analysis,
A: Presented this, in a clear and concise way sent notes ahead of times to answer questions
R: happy to sign on
What are our values?
Be Brilliant, Be Revolutinary, Be Human, Be Global, Amaze Customers, Todos Juntos, BRHG
Which values align with you the most?
Amaze customers + Be Human
What are your weaknesses?
Detail orientated - sometimes hard to leave a project alone. working with others.
What are your strengths?
Adaptability, Empathy, Willingess to learn
Why should we pick you?
Had experiences with each rotation, but have that passion and drive to progress and learn. Driven.
What can you offer us over other candidates?
My drive and commitment for marketing especially social media is shown in my experience. My values are directly in alight with Farfetch’s ethos. Drive to suceed
Tell me about yourself?
Undergrad - Postgrad - worked in a start up so understand the drive to succees and what it takes
A fashion brand that you like?
Telfar - Not for you, for everyone
Acne studios, ACW, Issey Miyake, Dries
An influencer you like?
Alice Wang stylist - authentic - cult Gaia
Raja Sapra - Calvin Klein
Influencer trends? Future
Authenticty, maybe move away from full time jobs
Social media trends? Future
VR, Live streams, purpose driven campaigns , AR
Who invested in Farfetch and how much?
Ali Baba and Richemont (cartier, chloe) - $300m each into ltd
and $250m into China
Why did the investors give the £1bn investment
Power digital transformation, Creating solutions for digital retail. Brand awareness.
Who increased their share in Farfetch
Artemis $50m (owned by kerring CEO) Gucci Mcqueen
Tell me about sustainability and farfetch
‘ Positively Farfetch’ reducing carbon emissions, changing sizes of boxes, renewable energy, protecting and replanting forests, #SupportBoutiques.
How has Farfetch used technology?
‘ Store of the Future: AR shopping experience, emotion scanning software, innovative payment solutions. Improve customer journey. Enhance customer experience. Build relationships. Also, collect key data.
