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  "documentTitle": "Farfetch | Results Presentation Deck | 23 slides",
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  "authorName": "Farfetch",
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  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2021-02-01 00:00:00",
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  "notes": "The slide uses a combination of a grouped bar chart for demand generation metrics and a line chart for margin performance metrics.",
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      "kind": "callout",
      "text": "Demand generation expense as a percentage of Digital Platform GMV decreased driven by incremental efficiencies and as we drove an increased mix of GMV through unpaid channels",
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      "text": "1 Non-IFRS financial measure, please refer to reconciliation to IFRS measure in the Appendix. 2 Includes first-party original (First-party original refers to brands developed by New Guards and sold direct to consumers on the digital platform.).",
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      "kind": "title",
      "text": "FY'20 DIGITAL PLATFORM ORDER CONTRIBUTION MARGIN",
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