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After being acquired by Conde Nast in 2015, Style.com — once the fashion world’s go-to for a massive catalog of runway images and reviews from designers across the globe — was made over into an ecommerce platform that launched last September. However, on Tuesday, it was revealed that Style.com’s short journey from editorial to e-commerce destination has reached the end of the road: Conde Nast announced a new “global content and commerce partnership” with luxury digital retailer Farfetch, which includes the dissolution of Style.com. The old URL will redirect to Farfetch, effective immediately. The company founded by Jose Neves in 2008 has also acquired Style.com’s customer database, trademarks and intellectual property.
Farfetch’s non-executive co-chair, Natalie Massenet — founder and former CEO of the company’s rival, Net-a-Porter, who joined Farfetch in February — addressed the partnership on Instagram. “It’s no secret that I have believed in the importance of combining content and commerce in order to elevate the digital shopping experience,” she wrote. “And thanks to Farfetch’s brilliant business model we don’t have to create the content — we can link to it.”
The partnership will mean updates to the digital editorial content of Conde Nast titles, which include Vogue, GQ, Allure, Glamour and more, with “a seamless technology connection to easily enable Farfetch product integration into Conde Nast’s content.” Additionally, publications will create shopping guides highlighting Farfetch products that will live on their digital and social platforms. Essentially, the partnership accomplishes the goals Conde Nast had been looking to achieve with the acquisition of Style.com is how it’s being positioned.
Noted Anna Wintour in a release, “I’ve always believed that what sets Conde Nast apart is our voice and our vision. Partnering with Farfetch only enhances that, and brings a new dimension to all that we offer the world.”
The fate of employees at the London-based Style.com has yet to be determined, however there is speculation that most will lose their jobs.
I am so proud and excited to share with you that Farfetch is partnering with Condé Nast. It’s no secret that I have believed in the importance of combining content and commerce in order to elevate the digital shopping experience. And thanks to Farfetch’s brilliant business model we don’t have to create the content — we can link to it. Content educates, entertains, and inspires purchases which is crucial in the customer journey of discovery. I have long admired the depth, breath and sophistication of Condé Nast’s international reach and are excited for Farfetch to power it. 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. It will be thrilling to develop the next evolution of content and commerce with Anna Wintour and all the brilliant talented minds at Condé Nast. It’s another example of the “collaborative economy” when businesses work together to offer the best possible customer experience and support the world’s luxury fashion brands. #FarfetchForFashion Watch this space!! @josefarfetch proud to do this with you!!
A post shared by Natalie Massenet, DBE (@nat_mass) on
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