Only a few CVs read as well as Stephanie Horton’s. Roles such as, marketing director at the New York Times Co., executive director of creative services and communications at Vogue and head of global communications at Shopbop, eventually lead to where she is now. Today, Horton is the chief marketing officer at Farfetch, where she leads the company’s global marketing and communications strategy including public relations, strategic partnerships, advertising, and the list goes on. What’s a typical day for someone who wears as many metaphorical hats as Horton? “I wake up around 5 am, check my emails and then work out. After that, it varies between travelling to various countries, meeting with various designers, brands and strategic partners or working with my team. The best part of my job is that no two days are the same.”
Farfetch, which acts as an online marketplace for luxury stores, sets itself apart from all other traditional online retailers. "We are completely unique! Our business model is based on bridging the gap between online and offline; we celebrate the independent retailer by giving them a global platform to sell through,” explains Horton. "The diversity of boutiques and brands we work with creates a far broader product offer than e-commerce businesses with traditional buying models, allowing customers to shop an unparalleled range of brands and unique pieces from around the world.” This is particularly impressive considering the site was launched with 25 boutiques from five countries, an element that remains at the core of the company.
Farfetch's London Offices; designed by Studiofibre and photographed by Pantling Studio
Horton, who moved to London to work with Farfetch, took a leap of faith. “The company was much less known than it is now and I kind of jumped in feet-first. It was one of the best decisions I ever made! I really believed in the concept of the business and knew that the company had so much potential. Plus, [the founder of Farfetch] José Neves is an amazing sales person. The main thing the experience taught me is to take risks and not be afraid to try things out of my comfort zone. No one who is really successful has sat back and waited. If you are going to fail, fail big. That’s one of José’s mantras and is what has really propelled the company so far to stay innovative for our customers.”
"José always says “fashion isn’t downloadable” and this is something I wholly agree with. Essentially customers will always need that human element when shopping, they still need to see, touch and try on product and value great customer service and experience, when shopping,” explains Horton. Besides Neves, who does Horton look up to? "My mother and grandmother, Lasha Ward (the executive vice president and chief corporate social responsibility officer for Target), Shonda Rimes, and Bethann Hardison."
Farfetch's London Offices; designed by Studiofibre and photographed by Pantling Studio
What can we expect from Farfetch in the near future? "At the beginning of December, we are launching our exclusive collaboration with Aquazzura. We’ve worked with four leading women of the fashion industry who all have a close relationship with Farfetch as our partner boutique owners such as Holli Rogers of Browns, Claire Distenfeld of Fivestory, Pascaline Smets of Smets and Princess Deena Al-Juhani Abdulaziz of D’NA and now Editor-in-Chief of Vogue Arabia. They have each designed their own unique Aquazzura style, which will be available exclusively on Farfetch. We also have a new book coming out early next year called The Innovators, that explores the personalities and passions of some of the world’s true pioneers – people making waves and disrupting their fields to create genuinely unique and forward-thinking products, initiatives and experiences.”
Monday: Charlotte Street Hotel (15-17 Charlotte St, Fitzrovia, W1T 1RJ) and The Dorchester (53 Park Lane, Mayfair, W1K 1QA)
I have a breakfast meeting at Charlotte Street Hotel, one of my favourite places in London for Breakfast. In the evening I’m going to the Walpole British Luxury awards at the Dorchester, where Farfetch is nominated for an award.
Tuesday: Peyotito (31 Kensington Park Road, W11 2EU, Notting Hill, London)
I'm having dinner with my friend Susan Cappa from American Vogue, who is in town. As we are two Americans in London, we’re going to have Mexican food at Peyotito in Notting Hill.
Wednesday: Heartcore (6 Burnsall St, Chelsea, SW3 3ST)
I'm going to Heartcore in Chelsea for a Pilates class after work with my friend Caroline.
Thursday: The Design Museum (224-238 Kensington High St, Kensington, W8 6AG) and Chiltern Firehouse (1 Chiltern St, Marylebone, W1U 7PA)
I'm starting my day with a walkthrough of the site of the New Design Museum in London, where we have an event coming up in early 2017. It’s also my friend’s birthday, so in the evening we’re having drinks at Chiltern Firehouse.
Friday: House of Voltaire Pop-up (31 Cork Street Mayfair, W1S 3NU)
It’s the opening day of Studio Voltaire’s House of Voltaire pop-up store on Cork Street in Mayfair. The pop-up store is running until 18 December and is definitely worth a visit! The latest House of Voltaire collection will also be available to purchase online exclusively at Farfetch.com at the beginning of December.