Apple Music Farfetch.com

LONDON — Farfetch.com has teamed with Apple on a new music channel set to launch today, WWD has learned.

The retailer will integrate Apple music on its web site and mobile devices. It will launch two sets of playlists: “Songs From the Shoot” and “#TuneTuesdays.” Songs from “The Shoot” playlist will be created talent on the shoot, and will be based on the music played during editorial shoots from artists including Maxwell, Chelsea Leyland and Florrie. The playlist for “#TuneTuesdays” will be curated by Farfetch editors on a weekly basis inspired on current themes and events.

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“In this partnership not only were we able to create a way to further engage with customers but also to increase brand awareness in a global capacity that connects with their lifestyles,” Stephanie Horton, Farfetch.com’s chief marketing officer, told WWD. “This new partnership allows us to connect with our customers at multiple lifestyle touch points, as they may want to access playlists while working out or driving during their commutes, as well as shopping the app.”

Farfetch has been busy on the marketing front: Last week the brand was in London to present the first Creatures of the Wind resort show. A series of embroidered parkas from the range were available to buy immediately on Farfetch.com, which also streamed the event live on its site. As reported, Creatures of the Wind will debut at Browns in London, which is owned by Farfetch, for fall.

Launched in 2008 by José Neves, the company services more than 190 countries globally.

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