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Stephanie Phair

[Photo: Candice Lake]

Most Creative People 2017

Stephanie Phair

Chief Strategy Officer, Farfetch

For giving physical stores a digital boost

In November 2016, nine-year-old online luxury fashion marketplace Farfetch hired former Net-a-Porter executive Stephanie Phair to pilot its “Store of the Future” initiative, an effort to “augment the retail experience and tie it to the digital world,” says Phair. Her mission is to sell brands and boutiques on focusing on their strengths as curators while using tech to track (with permission) which items a customer considers but doesn’t buy. Those items, such as a pair of discarded Gucci pumps, can then be added to a digital wish list so the customer still has the option to buy later. Once the idea is live in the world later this year—at renowned London department store Browns (which Farfetch acquired in 2015 to explore this vision) and designer Thom Browne’s New York flagship store—Phair will analyze data on shoppers’ on- and offline habits to help brands develop a more complete picture of their customers.

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