Where to sell premium fashion internationally?

What do you find in this article?

• An overview of the 8 most important premium marketplaces: Farfetch, NetaPorter, Mytheresa, ABOUT YOU, Miinto, ASOS Marketplace, Privalia and Vestiaire Collective.
• Comparison of platform profiles – each described according to a uniform scheme: market positioning, collaboration model, creation of selected offerings and onboarding, customer experience, business metrics, advantages, challenges and recommendations for premium brands.
• Conclusions and practical recommendations – how to prepare the brand for onboarding, align the offer and processes with the requirements of the marketplaces and use their tools for image building.

This approach will allow you to consciously choose a platform that matches your brand DNA, pricing strategy and business ambitions and prepare an action plan for successful expansion.

Methodology of the article

The article is based on a comparative analysis of eight key premium marketplaces operating in international markets. A uniform evaluation scheme was used, including: market position, brand collaboration model, financial and operational performance, competitive advantages and potential risks.

The basis of the analysis was:

• Industry analytical reports, including The State of Fashion 2024 (McKinsey & Company, Business of Fashion) and Luxury Market Analysis 2024 (Bain & Company), which provide up-to-date data on the health of the premium and luxury fashion sector and forecasts for its development(McKinsey, 2024; BoF, 2024; Bain & Company, 2024).
• Data from the official websites and documentation of the platforms analysed: Farfetch, ABOUT YOU, Mytheresa, ASOS plc, Privalia, Vestiaire Collective.
• Public data and case studies (e.g. annual reports of listed companies, interviews with industry representatives, press publications).

Farfetch

Platform characteristics and market position

• History and owner: Farfetch has been operating since 2008 as a curated marketplace for luxury and premium fashion. Since the end of 2023, it has been operating under the portfolio of Korean giant Coupang, which has strengthened its financial and technology base.
• Key figures: The platform sells to more than 190 countries, with monthly unique users of around 28 million. Farfetch generates significant traffic and sales in key markets: US, UK, South Korea, Middle East.
• Target segment: Luxury and premium fashion. Farfetch focuses on selectively chosen luxury and premium brands, avoiding mass sales and outlet stores.

Operating and cooperation model

• Intermediary marketplace model: Farfetch does not operate its own warehouses (except for the fulfilment option) and sales are made from the brands’ warehouses or partner boutiques.
• Standard: the brand manages pricing, inventory, logistics and returns, and Farfetch integrates the processes via API.
• Optional fulfilment(approx. 8% additional fee) – the brand can use Farfetch’s warehouses and logistics services.
• Financial terms: commission of 25-30% on gross sales value, no fixed subscription fees.
• Operational requirements: real-time stock integration, premium customer service (returns up to 14 days, quick responses), high standard of delivery by DHL Express or UPS class couriers.

Business performance and indicators

• Farfetch records approximately 28 million unique users per month and operates globally in over 190 markets.
• The commission and no-fixed-feemodel promotes the flexibility of the partnership.
• Beyond 2023, it strengthens its position in the luxury ecosystem through Coupang investments.
• Conversion and average basket value depend on brand and segment, while the platform is seen as a market leader in premium fashion.

Strengths and competitive advantages

• Global exposure and multichannel: reaching customers in 190 countries without the need for local infrastructure.
• Curated approach: selection of only the best brands and boutiques with high standards.
• Self-storage-less model: flexibility and low barriers for brands operating their own logistics.
• Technological innovation: personalisation, VR/AR and offline-online integration.

Challenges and risks

• Significant commission, up to 25-30%, requires careful calculation of margins.
• High demands on the quality of content, photography and customer service.
• Operational pressure to manage orders and returns internationally.
• Strong competition from other premium brands from around the world.

NETAPORTER

NETAPORTER remains an icon of the global premium e-commerce market, redefining the sale of luxury fashion online. With its pioneering technology, cutting-edge strategy and curated selection of brands, the platform continues to provide an attractive, albeit challenging, environment for high-end retailers. Below is the full, updated guide, which takes into account the latest changes and key business practices for brands aspiring to expand overseas.

NETAPORTER’s positioning and the realities of the 2025 marketplace

• Transformation and new leadership: NETAPORTER has seen dynamic changes in recent years – both operationally and strategically. The start of 2025 brings a new era under the leadership of CEO Heather Kaminetsky, who is tasked with giving the platform a fresh, more personalised feel and greater flexibility to respond to the fragmentation of the e-commerce market.
• Market context: The luxury fashion e-commerce market is currently extremely competitive and complex. Consolidation and acquisitions (e.g. NETAPORTER in the portfolio of MYT Netherlands Parent B.V.) are leading to a unification of IT resources, logistics or integration with other platforms (MYTHERESA, MR PORTER). At the same time, a new wave of fragmentation and development of independent niches is emerging.

Cooperation models: e-concession and buy-sell

• E-concession: the brand manages the inventory and pricing policy, while NETAPORTER is responsible for payment, fulfilment and customer service – a model appreciated by many dynamic new brands.
• Buy-sell: The platform buys the collection into its own warehouse (more prestige, but more difficult availability).

Both models require operational maturity and the fulfilment of high quality thresholds.

Financial performance and platform statistics

• NETAPORTER generates approximately USD 35 million in revenueper month in 2025, with an average shopping basket oscillating between USD 550-575.
• Traffic on the platform: approximately 6.5 million sessions per month, with an online conversion rate of 0.5-1% – the highest in the segment, taking into account the value of orders.
• Despite the losses recorded in previous years (e.g. net loss of €541 million in 2024), the brand consistently invests in technology, performance marketing and optimising the customer experience.

Exclusivity, image and off-price ecosystem

• The clear separation of the outlet (The Outnet): NETAPORTER emphasises the distinctiveness of the off-price segment – The Outnet outlet operates under different rules, developing independent pricing and ecological strategies (circular e-commerce).
• Image consistency: The platform controls the pricing strategy, brand presentation and editorial storytelling, building a luxury experience based on exemplary presentation, a high level of service and a curated selection of brands.

Challenges and growth prospects

• Rising technology and marketing costs – the success of the platform requires continued investment in innovation and building technological advantage.
• Market fragmentation: The luxury market is no longer the domain of a few giants – there is an increasing number of specialised, niche platforms and a need to precisely target different profiles of premium customers.
• Sustainability and ESG: Female customers increasingly expect transparency, environmental responsibility and the ability to repurchase/resell luxury products.

Mytheresa

Platform characteristics and market position

• History and owner: Mytheresa was founded in 2006 and now operates as part of the MYT Netherlands Parent B.V. group, alongside other prestigious luxury fashion e-commerce platforms. It has established itself in the luxury fashion segment by specialising in women’s fashion and premium accessories.
• Key figures: The platform serves customers in more than 130 markets worldwide, reaching around 15 million unique users per month. The average basket value is around USD 600, placing it at the forefront of high-end e-commerce.
• Target segment: Luxury and premium fashion, with a particular focus on women’s fashion and exclusive accessories. Mytheresa avoids the mass market, focusing on customers with high aesthetic requirements.

Operating and cooperation model

• Marketplace model with a buy-sell and e-concession model:
• Mytheresa both orders products to its own warehouses (buy-sell model) and offers e-concession, where brands have full control over inventory and pricing with full customer service through the platform.
• Operational requirements: Logistics and fulfilment management carried out by dedicated distribution centres, with guaranteed premium delivery and returns handling. Technology integrations enable stock synchronisation and real-time order management.
• Price control: Full-price model without outlet sales, which take place on separate platforms.

Business performance and indicators

• Monthly traffic reaches 15 million unique users, with conversions of around 0.7-1.2%.
• The average basket value is around USD 600.
• Mytheresa maintains a strong position in the markets of Western Europe, the US and Asia, continuously developing its performance marketing and digital visibility strategy.
• In recent years, it has invested heavily in developing its technology and expanding its premium offering.

Strengths and competitive advantages

• Strong specialisation in premium women’s fashion, maintaining a loyal and discerning customer base.
• Full-price model: guarantee of exclusivity and high margins, no price reductions on the main platform.
• Tailored premium services and content: lookbooks, personal shopper, storytelling and multilingual customer service.
• Advanced fulfilment centre for fast and seamless delivery and high quality service.

Challenges and risks

• High demands on brands in terms of product quality and operational readiness, which limits the number of new suppliers.
• Competition in the global luxury fashion market and cost pressures on fulfillment and performance marketing.
• Barrier to entry related to onboarding and technology integration.
• Restrictions on expansion in certain regions due to regulation and local competition.

ABOUT YOU

Platform characteristics and market position

• History and owner: ABOUT YOU was founded in 2014 in Germany and has been listed on the Frankfurt Stock Exchange since 2021. The group is part of the Otto Group, one of the largest e-commerce concerns in Europe.
• Key figures: The platform operates in more than 24 European countries, serving more than 30 million users per month. Revenue of ABOUT YOU for the financial year 2023/24 exceeded €2.2 billion. The average basket value is around €60-70.
• Target segment: Premium and mainstream fashion, with a strong focus on digital native customers. The platform offers a wide range of brands – both luxury and upper-mainstream brands, often targeting 18-39 year old customers.

Operating and collaboration model

• Buy-sell (wholesale) – ABOUT YOU buys the collection for its own warehouses, manages pricing, fulfilment, customer service and marketing.
• Marketplace (partner programme) – the brand manages its assortment, warehouse and pricing using ABOUT YOU’s infrastructure. The platform takes a commission on sales (approximately 15-22%).
• Operational requirements: Systems integration is via API or partner platform. Assured availability, fast delivery (2-4 days), return handling (up to 100 days) and meeting the platform’s quality standards for packaging and product presentation are required.

Business performance and indicators

• Platform revenue in 2023/24: over €2.2bn.
• Number of monthly users: more than 30 million.
• Global reach: over 24 European countries, including most DACH markets, CEE, Scandinavia and the Baltics.
• Online conversion: 1.2-1.6% on average.
• Steady increase in the share of the premium segment in total sales and intensification of marketing activities for exclusive brands.

Strengths and competitive advantages

• Huge organic and social reach: ABOUT YOU ranks in the top 3 European fashion marketplaces in terms of digital visibility and social media activity.
• Strong positioning among younger consumers: The platform is regarded as innovative, a trendsetter in the world of digital fashion and e-commerce, and a leader in implementing global campaigns with influencers.
• Fast onboarding, extensive technological support (API integrations, logistics automation), flexible forms of collaboration and full control over marketplace pricing.
• Dynamic special campaigns and stationary events (e.g. Fashion Week, pop-ups).

Challenges and risks

• High competitiveness and large number of offers: Difficult to expose a new brand without solid content support and marketing budget.
• Increasing cost pressures: Low average basket, frequent discount campaigns and cost of fulfillment require meticulous control of margins and retail prices.
• Technological and operational barriers: High customer service standards and requirements for speed of delivery and returns.
• Onboarding challenges with a wide range of products: The need for rapid integration and system testing can be demanding for smaller brands.

Miinto

Platform characteristics and market position

• History and owner: Miinto was founded in 2009 in Denmark as a platform connecting independent boutiques and shops with online customers. The company has grown rapidly in Europe and today operates in 13 countries (including Germany, Denmark, Norway, Sweden, Poland, Italy, France, among others).
• Key figures: Miinto aggregates more than 1,800-3,000 boutiques and offers more than 5,000 brands in the premium and luxury fashion segment. Monthly traffic on the platform is over 2 million loyal users, and in the best periods the platform achieved dynamic revenue growth rates of 40-50% year-on-year. In 2021/22, revenues exceeded €54m and Miinto has achieved profitability (EBITDA positive) in recent years.
• Target segment: Premium, luxury, selection of local brands, multibrand boutiques, women’s, men’s, children’s fashion and accessories. Focus on fashion-conscious users who value uniqueness and a boutique shopping experience.

Operating and cooperation model

• Marketplace of boutiques: Miinto does not sell its own merchandise – it is a digital aggregator of thousands of local and luxury boutiques and brands. The platform provides the technology, marketing and payment processing, leaving merchandise management to the boutiques.
• Standard model: the boutique manages the offer, prices and stock, Miinto handles sales and payments.
• Fulfilment option: some marketplaces allow the use of Miinto’s warehousing services for an additional fee.
• Financial terms: Commission on sales (approximately 15-22%; sometimes also a small monthly subscription fee). No fixed costs or minimum sales thresholds. Autonomy in assortment selection and pricing policy.
• Operational requirements: Real-time stock integration, quality requirements for product images (packshots on a white background), handling of returns and premium shipments (up to 100 days for returns in many countries).

Business results and indicators

• Traffic and sales: Over 1,800 boutiques, more than 5,000 brands and 2 million monthly active users, operating in 13 European countries.
• Growth rate: Systematic revenue growth (up to 40-50% year-on-year in selected quarters), dynamic development of the premium segment (more than 19% revenue growth after the implementation of personalisation).
• Average order value and conversion: Increases in line with the growth of the luxury segment, especially in Scandinavia and Benelux.
• Expansion: Miinto continues to expand its portfolio with new markets and acquisitions (e.g. Polish Showroom.pl).

Strengths and competitive advantages

• Wide, boutique assortment: A unique selection of more than 3,000 boutiques and the biggest global brands and local selections, impossible to find on mass platforms.
• Personalised experience: Advanced AI/ML translates into increased conversions, average basket value and boutique revenue.
• Flexible collaboration model: No central warehouses, full brand autonomy, easy cross-border expansion.
• Visibility and marketing support: Active digital campaigns, influencer marketing, special campaigns and events.

Challenges and risks

• Quality barrier: High expectations regarding the professionalism of images, descriptions and customer service, especially in the premium segment.
• High competition: Boutique brands from Europe as well as global e-commerce players compete for presence.
• Cost of entry: Few fixed fees, but the commission-based model requires a well thought-out pricing policy and operational efficiency; requirement to respond quickly to orders and returns.
• Profitability: markets unevenly developed – boutiques from Scandinavia have the highest conversion and average basket value.

ASOS

Platform characteristics and market position

• History and owner: ASOS Marketplace launched in 2010 as part of the global brand of ASOS plc, the UK e-commerce giant focused on fashion for Generation Z and millenials. In 2025, Marketplace is integrated into the main ASOS.com website for greater exposure and a better customer experience.
• Key figures: Marketplace currently brings together around 800 boutiques and 130,000+ products (mostly vintage and independent collections). ASOS, as a group, has 23.3m active users globally; the brand has a presence in over 200 countries and annual revenue in 2023 was £3.54bn (~$4.5bn).
• Target segment: Fashion mainstream, premium and vintage – the platform targets young audiences, trend fans, independent brands, retro collections and designer collections.

Operating and collaboration model

• Marketplace: Exhibitors (boutiques, independent brands, vintage sellers) sell their own range and manage stock, prices and shipping. ASOS takes a commission on sales and gives extensive exposure. The transition of boutique/vintage sellers to the main site (2025) has increased visibility and traffic.
• Separate ASOS Marketplacewarehouses have been dropped , relying on so-called ‘Partner Fulfils’ – brands handle shipping to customers themselves.
• Operational requirements: You must have fashion products, offer fast shipping and comply with ASOS quality regulations (packshot photos, comprehensive descriptions, fast returns service).
• Costs: No fixed fees, commission charged on sales (set individually during onboarding); formerly £20 per month subscription fee, now focusing on commission only in the new model.

Business performance and metrics

• Traffic: 23+ million active users on the ASOS platform, around 800 boutiques on the Marketplace, over 130,000 products.
• Revenue and orders: Annual for the whole platform £3.54bn (2023), 83.7m orders.
• Conversion and momentum: Marketplace brought growth in vintage and independent collections sales during pandemic – growth in author categories and limited collections.
• Strategic changes: Integration of Marketplace into main platform, improved logistics and display for boutique retailers (2025).

Strengths and competitive advantages

• Europe’s largest community of vintage fashion fans and independent brands.
• Fast onboarding, high visibility and organic traffic from the main platform.
• Exceptional exposure for new brands and boutiques without a large marketing budget.
• Innovative mobile UX, extensive digital and social activities.
• Strong mix of young audiences, streetwear and vintage trends – independent from the typical luxury clientele.

Challenges and risks

• Increasing competition in the online fashion market; large number of offers makes it difficult for new brands to break out.
• High expectations in terms of image quality and order handling.
• Price pressure (bargains, discounts, fast rotation of trends) and high flexibility in assortment management.
• Operational changes (integration with main site, cross-border logistics) require efficient management and adaptation.
• Low margins in a highly competitive market, need to control shipping and returns costs.

Privalia

Platform characteristics and market position

• History and owner: Privalia was founded in 2006 in Barcelona as an innovative online outlet – it is now part of the Veepee Group (formerly Vente-Privee), the market leader in flash sales in Europe and Latin America.
• Key figures: The platform mainly operates in the markets: Spain, Italy, Brazil and Mexico, with more than 30 million registered users and monthly traffic of around 10 million visits. Estimated annual revenues in 2025 reach US$500m-1bn and the average basket value is above €60-80, depending on the market.
• Target segment: Outlet fashion premium, flash sale products – offers limited in time (typically 3-7 days) to user-clubbers. Includes segments: clothing, footwear, accessories, home & design, beauty, electronics.

Operating and cooperation model

• Operating model: Privalia is based on a flash sales model – it buys surplus stock from leading brands or allows brands to display assortments with permission (there is no open register for everyone, onboarding requires an invitation or recommendation).
• Collaboration models: The brand can operate in a commission model (via the Veepee/Privalia platform), distribution model (buy-sell) or marketplace model (control of the offer by the brand).
• Operational requirements: Real-time stock integration, professional packshots on a white background, fast handling of orders and returns. The platform runs its own advertising campaigns and communications to the user base.

Business performance and indicators

• Traffic: More than 10 million visits per month, main markets are Spain, Italy, Brazil, Mexico.
• Revenue: Total estimated (Veepee/Privalia) of USD 500m-1bn in 2025. GMV in 2024 was around USD 230m, with an increasing trend.
• Conversion and dynamics: high repeat purchase rates, very strong loyalty of club members. Large share of sales in apparel, sports, home, electronics categories.

Strengths and competitive advantages

• Strong outlet brand: Leader of flash sales in Southern Europe and Latin America.
• Scale of user base: Over 30 million registered customers in key markets.
• Rapid rotation of collections: Ability to sell out of stock quickly and reach a loyal base of ‘club members only’ offers.
• International reach: Access to the consumer in 4 key regions (Spain, Italy, Mexico, Brazil).
• High level of personalisation, automation and sales analytics.

Challenges and risks

• Selective onboarding, long waiting times and procedures for new brands.
• Highly competitive offerings: often competing on price/on sale only; potential for cannibalisation of base sales.
• Lack of exposure to the high-end full-price market – Privalia is an outlet centric channel, not building full-price prestige.
• Need to respond quickly to market demand: dynamic campaigns, short delivery times and assortment rotation.

Vestiaire Collective

Platform characteristics and market position

• History and owner: Vestiaire Collective was founded in 2009 in Paris as a pioneering resale (resale) platform for luxury and premium second-hand fashion. It now operates as an independent leader in the recommerce segment with a global reach, supported by investments from Kering and SoftBank, among others.
• Key figures: Serves more than 23 million registered users in 70 countries, with monthly traffic of more than 4 million users. Served more than 2.3 million unique orders in 2023. Average basket value ranges from €220 to €380 depending on the market.
• Target segment: The platform focuses on luxury/pre-owned, contemporary designer and high-end premium – an essential place for archive collections, rarities, capsule drops and authentic second-circulation bestsellers.

Operating and collaboration model

• Marketplace re-commerce model: Vestiaire Collective does not sell as the owner of the merchandise – the platform mediates between seller and buyer (peer-to-peer and B2C, also as Resale as a Service for selected brands).
• Service ecosystem: The platform manages the authentication of each product (in-house expert centres), payments, cross-border logistics and quality service.
• Operational conditions: The retailer must provide professional photos, a complete product description, a declaration of authenticity and the readiness to fulfil shipping within a maximum of 7 days. The brand or user signs the compliance with the platform’s policy prohibiting fast fashion.

Business performance and indicators

• Traffic and GMV: 23 million users, over 2.3 million transactions per year (2023), dynamic CAGR of double digits. Intense growth in share of luxury resale segment (new partnerships with Gucci, Chloé, Burberry).
• Customer profiles: Strong loyalty, high share of returning users and repeat purchases, especially among Generation Z and millenials looking for uniqueness.
• Expansion: Operations in 70 countries with highest momentum in Western Europe, Japan and the US market.

Strengths and competitive advantages

• Authenticity and treatment: Manual authentication of products, high control over the quality of the offer and quality certificates, which mass marketplaces do not offer.
• Position as a pioneer of the circular economy in luxury: World’s first fashion marketplace B Corp and a leader in sustainability (e.g. banning fast fashion sales, brand partnerships).
• Social ecosystem: Expanded: storytelling, styling inspiration, personalisation and transparency of activities and impact reporting for environmentally conscious customers.
• Fast and transparent onboarding, development of Resale as a Service models for premium brands.

Challenges and risks

• High competition in the resale/second-hand luxury market: Increasing demands for speed and quality of service and numerous new global and local platforms.
• Exorbitant demands on the quality of images, descriptions and post-sale service.
• Valorisation of authenticity and counterfeit risk management: Dynamic expansion requires increasing investment in authentication centres and AI.
• Fast fashion banning policy: Risks limiting new listings/vendors, but reinforces prestige and selectivity.

Returns on premium marketplaces for fashion

Returns are one of the most underestimated cost categories when expanding – especially in premium fashion, where 25-40% of orders return to sender. European marketplaces approach returns differently: some (e.g. Zalando, ABOUT YOU) require local addresses and cooperation with specific carriers, others (such as Farfetch, Mytheresa or Vestiaire Collective) handle returns centrally and do not impose logistical obligations on the retailer.

From a premium fashion brand’s perspective, two key questions arise:

• Does the platform require a local return address in the buyer’s country?

• Do you have to use specific carriers, e.g. DHL in Germany, Colissimo in France (as Zalando requires)?

We recommend a blog post on Zalando’s requirements: Logistics requirements for Zalando sellers

Premium platforms that require local shipping and return addresses expect brands to be ready to operate as if they were present in each market. In contrast, platforms that manage returns directly give retailers more flexibility and lower barriers to entry.
This is why we recommend to premium retailers our Global24 solution, which makes local, foreign return addresses available to your customers. This allows you to meet the requirements of the largest marketplaces while avoiding costly and complicated return logistics.

What does onboarding on a premium marketplace look like?

Onboarding to premium marketplaces is a multi-step, selective and demanding process, focused on quality and brand consistency. The key elements of onboarding are:

• Brand selection: platforms place high demands on brand DNA and aesthetics. Only brands with a clear, unique positioning, consistent style and a premium or luxury segment are accepted.
• Professional product catalogue: high-quality packshots on a white background, styling images and carefully prepared, English-translated product descriptions are mandatory. Full and up-to-date SKUs, consistent presentation and storytelling are important.
• Audit and testing: Platforms audit content, service quality and logistical processes before launching sales. Often, the implementation of pilot sales of selected products is required to verify smooth execution and customer satisfaction.
• Technology integrations: Real-time synchronisation of stock and orders via API is essential. Implementation requires IT collaboration and training for the vendor’s operational teams.
• Support and training: Platforms offer onboarding support, but expect brand teams to be ready to manage operations themselves, premium customer service and adapt to global e-commerce standards.

Onboarding is an investment in quality and reputation – platforms protect their image by filtering brands, making the collaboration prestigious and beneficial in the long term.

What experiences and technologies do premium marketplaces offer?

Premium platforms significantly go beyond the traditional functions of marketplaces by offering advanced shopping experiences through technology:

• Personalisation and AI: At the heart of the experience is intelligent matching of products to customer preferences – recommendations based on purchase history, behavioural analysis and location. AI supports the creation of personalised feeds and lookbooks.
• Modern UX and omnichannel: Platforms offer intuitive, responsive mobile apps with fast and convenient checkout, integrate offline-online experiences (e.g. virtual VR/AR fitting), allowing customers to explore collections interactively.
• Storytelling and editorials: The brand and its products are presented through high-end content: videos, articles, interviews with designers, editorial lookbooks. This builds an emotional connection and exclusivity.
• Loyalty programmes and premium services: Access to limited collections, online/offline personal shoppers, exclusive digital and offline events, customised packaging, and 24/7 customer service for a unique experience.

With these solutions, premium marketplaces create a cohesive, luxury environment that combines e-commerce with emotional storytelling and the latest technologies.

Key recommendations for premium brands

Engaging with premium platforms requires careful preparation. Here are the key recommendations:

• Invest in premium content: Professional packshots, high-end styling images and multilingual, precise descriptions and storytelling are the basis for recognition and prestige building. Avoid generic content or marketing slogans – focus on authenticity and uniqueness.
• Prepare the operational infrastructure: Real-time integration of warehouses, flexibility of fulfillment, fast handling of returns and complaints in international markets and professional customer service (including in English) are essential requirements for maintaining your position.
• Develop a clear, consistent positioning: the premium customer expects defined brand DNA and consistency in communication. A curated selection of collections promotes better visibility and increases the chances of success on the platform.
• See the platform as a strategic partner: A premium marketplace is a channel for building a long-term image and relationship with a discerning clientele, not just a place for a quick sale. Invest in presence, participation in campaigns and platform initiatives.
• Be open to innovation: Follow trends in digital fashion, e.g. sustainability, circular economy, metaverse, AI-driven personalisation. Integrate them into your strategy and communications to remain relevant and attractive to premium customers.
• Build relationships and visibility: Engage in editorial activities, online/offline events, loyalty programmes and work closely with the platform’s editorial team. This will increase the prestige and credibility of your brand.

Comparison of leading premium marketplaces for fashion brands

Expansion intoforeignmarketsis not just a question of sales for premium brands, but above all ofconsciousimage building andmatching theexpectations of demanding customers. Marketplace platforms play a key role here – combining global reach with the possibility of precise brand positioning. However, each channel has different characteristics: from elite curation, to boutique flexibility, to a fast-turnaround model.

What to remember:

• Farfetch, Mytheresa and NET-A-PORTER are the highest level of prestige – they require perfect logistics, high margins and refined content.
• ABOUT YOU and Miinto offer faster onboarding and broad reach, but the battle for exposure requires investment in marketing and distinctive content.
• ASOS Marketplace and Privalia are great for brands with indie/vintage (ASOS) or outlet (Privalia) offerings.
• Vestiaire Collective is an option for brands entering the luxury re-commerce and circular economy space.

How to choose?

Match the platform to your resources (logistics, content, marketing), pricing strategy and desired image. A premium marketplace is an investment in long-term customer relationships and brand empowerment, not just a quick sales channel.

Summary

The world of premium e-commerce is constantly professionalising and shrinking the invisible gap between sales and brand strategy. Successful overseas expansion is no longer just about choosing the right platform, but a well-thought-out, step-by-step project – from perfect onboarding and unique content to efficient logistics and customer experience at the level that a high-end international customer expects.

Choosing the right marketplace – in line with the brand’s DNA and business aspirations – is only the beginning. Equally important is operational consistency, attention to service detail and a strategic approach to the processes that support sales in the digital luxury world. Those who can combine brand vision with excellent execution and treat every client like a VIP will win.

Any premium brand that prioritises quality, thoughtful strategy and a willingness to meet the highest standards can successfully establish a global presence and compete with the best. If your goal is to stand out in a demanding international market, now is the right time to consciously plan your next expansion steps and bet on partners who can help you successfully achieve them.