Farfetch has teamed up with content provider Condé Nast to offer its consumers an innovative, seamless shopping experience, in a move which underlines the luxury retailer’s aim of becoming the world’s leading fashion e-commerce platform. The partnership signals the end of Style.com, which is set to discontinue operations effective immediately and redirect all visitors to Farfetch.com.
The strategic partnership, which was officially announced Tuesday morning sees Farfetch connect its e-commerce, technology, and logistics platform with Condé Nast’s global editorial portfolio. The new partnership sees both companies working together to create a seamless luxury shopping experience, which will include leading fashion inspiration, to purchase gratification. The partnership also sees the commercializing of Condé Nast’s online and social media content by linking them to the industry’s leading brands and boutiques in real time.
The new partnership sees the two parties implement a seamless technology connection to enable Farfetch product integration directly into Condé Nast’s content. As part of the partnership shopping guides will be created by Condé Nast publications which highlight products from Farfetch and shoppable content will be distributed across Condé Nast’s digital and social platforms. In addition, new partnership sees Condé Nast and Farfetch collaborating on rolling out new innovative content and commerce experiences for customers.
In addition, as part of the new partnership Jonathan Newhouse, Condé Nast International Chairman and Chief Executive Officer, is set to join Farfetch’s Board of Directors. “I am also thrilled that Jonathan Newhouse will be joining our Board of Directors,” added Neves. The terms of the new partnership did not include what will happen to the 75 employees at Style.com, although it is likely that the majority of them will be out of a job. Business of Fashion hinted that some members of staff will be given the chance to interview for open positions at Farfetch.
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