Farfetch Invests in Content With Farfetch Communities Initiatives

LONDON — Farfetch is amping up its content proposal with its latest initiative, Farfetch Communities. The retailer has recruited the likes of Chloë Sevigny, Riz Ahmed, Adwoa Aboah and Blondey McCoy to be part of Farfetch Communities and create content on the platform in the form of curated shopping edits or the sharing of daily inspirations. The company said the community will continue to grow and, apart from the famous names taking part, will include Farfetch’s in-house creative team, industry figures, local influencers and boutique owners who work with the platform. The idea is to bring together “people who are shaping the cultural landscape from all corners of the globe.” This will allow the retailer to start sharing content on a daily basis on its web site across its women’s, men’s and kids’ wear categories. “Since Day One, Farfetch has brought the world’s curators and creators of fashion together with people all around the world. We wanted to take that a step further by building out Farfetch Communities to create an inspiring way to help our customers, discover the things they love,” said Farfetch chief executive officer and co-chairman José Neves. The launch comes at a time when the online competition is growing and retailers

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