In the upcoming redesign, the team behind farfetch.com aims to better emphasize that the site is not an e-tailer, but rather an enabler of independent businesses to e-tail, providing them with a marketplace in which to sell their items. Some of the site's boutiques include Satine in Los Angeles, L'eclaireur in Paris and Feathers in London.
"We have all these boutiques from around the world -- these independent multi-brands -- and at the moment, the fact that we rely on them is not that clear," said Cecilia Maresca Gautier, head of public relations. "We aim to make them more visible on the Web."
They also want the site to have a more social focus, whereby users can interact with the team at farfetch.com and with the boutique representatives.
"We have added a section called 'People,' and basically, it's this fashion community where the boutique's owners, contributors and guest bloggers will be able to give their opinions and interact with each other in what will hopefully be a more socially encouraging, community driven, all-encompassing development for farfetch.com," said Gautier.
Product pages will also offer more than they do currently, delving beyond basic item information into greater detail about the designer or brand and the boutique that is selling it.
"[Our new logo and site design] now truly reflect our brand, mission and values, and will make our uniqueness stand out from other e-tailers and marketplaces, and hopefully provide a more fun and easy browsing environment for our customers," said Jose Neves, chief executive officer of farfetch.com.