The future of e-commerce and editorial was strengthened today when Farfetch announced that they had acquired Style.com. In a move to streamline digital consumer behavior, the online shopping platform — which was voted in the top 100 best places to work in 2017 —has chosen to fold the fashion news website opting instead to absorb the media's talent pool and channel it into a new look site complete with curated shoppable content. Discussing the move with Buro 24/7 Middle East exclusively, Farfetch's Chief Strategy Officer, Stephanie Phair, said: "To capitalise on the future growth of e-commerce, brands and retailers can no longer view components in silo. Instead, they must think about how to put the customer at the centre and tell their brand story by leveraging all touchpoints — utilising inspirational content and editorial, as well as harnessing the power of digital data, both online and offline, to create a completely unique and personalised luxury experience. This partnership is the next step in Farfetch's approach to commerce and its strategic vision to connect those who create fashion, curate fashion and develop fashion content."

So how does the merger affect our region? "The Middle East is a key market for us — we have a very loyal customer base in the region, who have defined and informed expectations around what epitomises a luxury experience," continued Phair. "This year we'll continue to develop our presence in the region and focus on delivering and enhancing the Farfetch experience for our Middle Eastern customers."

Also speaking about the new digital direction was Natalie Massenet, who joined Farfetch as the Co-Chairman in March '17: "We are thrilled to be partnering with Condé Nast. 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."

Shop Farfetch.com now, then read about Farfetch's vision for the store of the future