The big news on the content and commerce front today comes from Condé Nast and Farfetch, who have announced a strategic partnership to create a seamless editorial shopping experience.
The result will see Style.com discontinue operations effective immediately and redirect instead to Farfetch.com. There is no news as to what will happen to the 75 employees working for the site currently, nor details revealed on the terms of the deal, though Farfetch has acquired Style.com’s trademark, intellectual property and customer database.
The partnership comes following challenges for the Style.com brand to make headway as a serious e-commerce contender. It launched in the UK last autumn after several delays, and never made it to the US market. Now, Condé Nast aims to commercialise its content in a different way, by linking directly to Farfetch’s brands and boutiques around the world.
“As an early investor in Farfetch, this partnership is the next step in our evolving business relationship. It further unites two leaders in their respective sectors, combining best-in-class content with the world’s leading online luxury shopping destination,” said Jonathan Newhouse, chairman and chief executive of Condé Nast International and newly appointed board member of Farfetch.
Natalie Massenet, co-chairman of Farfetch, added: “Since 1999 I have believed in the importance of combining content and commerce in order to elevate the digital shopping experience. Content educates, entertains, and inspires purchases, which is crucial in the customer journey of discovery. We have long admired the depth, breath and sophistication of Condé Nast’s international reach and are excited for Farfetch to partner closely with Condé Nast. For the consumer this will be a joy to move from inspiration to transaction at any time and any place. And for the brands and international boutiques that have always partnered with Condé Nast this will further enhance their presence in Conde Nast’s media.”
The content-to-commerce experience will see shopping guides created by Condé Nast publications as well as the distribution of shoppable content across Condé Nast digital and social platforms. It will start with Vogue and GQ in the US, with plans for further expansion throughout the Condé Nast portfolio thereafter.