FARFETCH, the global platform for the luxury fashion industry, has made headlines with its recent hiring of controversial marketer Nick Tran as Chief Marketing Officer. Tran is an accomplished marketing executive who has over 20 years of experience building brands, developing teams, and creating innovative marketing strategies.
Tran’s appointment to the role of CMO at FARFETCH is significant as he brings with him a wealth of experience in engaging Gen Z and Millennial audiences around the world. These two groups make up a key segment of FARFETCH’s customer base, and delivering them to the brand and boutique partners is integral to the company’s offer. Tran’s track record in creating successful brands and marketing moments that engage these groups is a significant factor in his appointment to the role.
In his new role, Tran will oversee all global marketing functions for FARFETCH Marketplaces. He will report to FARFETCH Chief Marketplace Officer Edward Sabbagh, and together they will focus on building the FARFETCH brand with an innovative approach to marketing. FARFETCH has a unique model in the luxury industry, and as such, Tran’s appointment is expected to bring a fresh perspective to the company’s marketing efforts.
José Neves, founder, chairman, and CEO of FARFETCH, expressed his delight in welcoming Tran to the team, stating that building the FARFETCH brand is a key part of the company’s mission to be the global platform for luxury. Sabbagh, on the other hand, praised Tran as an accomplished marketing executive and revolutionary marketeer and brand builder, saying that with Tran at the helm of their marketing efforts and incredible global marketing teams, he is confident that their brand will continue to thrive and evolve.
However, it is important to note that Tran was fired from his previous role at TikTok for what some called bizarre behavior. According to reports, Tran blindsided top management with a series of increasingly bizarre campaigns, such as a plan to launch “TikTok Kitchen,” featuring foods made popular on the app, and a creator-led NFT collection with celebrities. These side-shows were reportedly out of line with the company’s goals and gave the impression that Tran was getting ahead of the business.
Despite the controversy surrounding Tran’s departure from TikTok, his appointment to the role of CMO at FARFETCH is expected to bring a fresh perspective to the company’s marketing efforts. His experience in engaging Gen Z and Millennial audiences around the world is a significant factor in his appointment, and with his track record in creating successful brands and marketing moments, he is expected to make a significant impact on FARFETCH’s marketing strategy.