MATCHES RE-BRANDS: From Wednesday, all platforms of the Matches business, including the 10 London stores, will go from being Matches to Matchesfashion.com. Signage on the stores will also reflect this name change. “We are now a global omnichannel retailer and in order to deliver the best luxury fashion experience possible we are aligning all of our platforms under one brand name, Matchesfashion.com,” said founders and joint chief executive officers Tom and Ruth Chapman. “We believe this creates a seamless experience at every touch point for our clients worldwide.”
The retailer has been steadily building its online editorial team, making several key recruitments in recent months. Kate Blythe, formerly of Net-a-porter, has joined as editorial and content director; digital art director Stuart Reed has come across from Wednesday, where he was account director; ex-Vogue staffer Tilly Macalister-Smith is fashion features editor, and Simon Chilvers, former assistant fashion editor at The Guardian newspaper, is the new men’s style director.
This new team will work to deliver an interactive weekly online magazine called “The Style Report.”