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  "documentTitle": "Farfetch | Results Presentation Deck | 17 slides",
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  "authorName": "Farfetch",
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  "presentationDate": "2020-05-01 00:00:00",
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  "notes": "The slide uses a combination of bar charts for demand generation metrics and line charts for margin/GMV metrics.",
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      "kind": "callout",
      "text": "Digital Platform Order Contribution Margin in-line with Q4 2019",
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      "text": "Demand generation expense remained relatively flat as a percentage of Digital Platform GMV as we drove an increased mix of GMV through unpaid channels, and continued to invest in paid channels to engage new customers on the Farfetch Marketplace",
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      "text": "1 Non-IFRS financial measure, please refer to reconciliation to IFRS measure in the Appendix. 2 Does not include 1PO (first party sales of owned brands' products).",
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      "text": "Q1'20 Digital Platform Order Contribution Margin",
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