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  "docSlug": "be76bb4756e396b2a66578bc468e7c7c",
  "documentTitle": "Farfetch | Results Presentation Deck | 15 slides",
  "authorId": "farfetch",
  "authorName": "Farfetch",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2021-05-01 00:00:00",
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  "pageNumber": 8,
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  "density": "dense",
  "nDataPoints": 8,
  "notes": "The slide uses a combination of bar charts for demand generation metrics and line charts for margin/GMV metrics.",
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  "slideHref": "/slides/019de071-04f3-7799-91ea-2eda2d5d5db0/8",
  "deckHref": "/decks/019de071-04f3-7799-91ea-2eda2d5d5db0",
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      "kind": "callout",
      "text": "Demand generation expense as a percentage of Digital Platform GMV increased slightly, driven by increased mix of paid channels",
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      "text": "Digital Platform Order Contribution Margin improved 100bps since Q1 2020",
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      "text": "Demand Generation metrics for Q1'20 and Q1'21",
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      "text": "Digital Platform Order Contribution Margin and 1P GMV trends",
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      "kind": "source-note",
      "text": "1 Non-IFRS financial measure, please refer to the Appendix for a reconciliation to the most directly comparable IFRS financial measures. 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": "Q1'21 DIGITAL PLATFORM ORDER CONTRIBUTION MARGIN",
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      "name": "Logic Chain",
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      "evidence": "The deck presents a series of logical slides showing revenue buildup, results of operations, and gross profit growth",
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