Andrew Robb, chief operating officer at Farfetch, talks about innovation at the online retailer

How important is innovation to Farfetch?

Innovation is critical to Farfetch. Our model is a unique proposition both to our partner retailers and consumers and we constantly look for ways to try new methods to add to this.

How do you foster a culture of innovation?

The right culture is the key foundation to having innovation drive the business.

It is enshrined in our company values and we challenge and reward teams based on how innovative they are.

We celebrate risk-taking and know that not everything will work, but better to try something new and fail than do nothing for fear of failure. Our entire approach to how we run the business and manage our people has driving innovation as a key principle.

Which areas is it important for Farfetch to innovate in?

All of them. Our brand demands that we constantly look for ways to innovate in every part of our business.

From our back-end logistics through to our brand marketing and customer experience, we want to aim to be the most innovative in the world.

What innovations are you most proud of?

We now help retailers sell fashion from 25 countries to customers in more than 170, with a fast, seamless customer experience. In doing so we have helped support more than 300 independent retailers and brought their creative vision to a global audience – this is what I am most proud of at Farfetch.

What advice do you have for others aiming to increase innovation?

You cannot manage innovation so do not try. Instead empower and inspire your teams to take risks. Then get out of the way.

Andrew Robb is speaking at Retail Week Live on innovation next month. For more event details, a full line-up of speakers and to book your place, visit Retailweeklive.com