Amazon Expands Platform To Attract Luxury Brands

Fashion Brands

Amazon launches Luxury Stores, a new shopping experience offering both established and emerging luxury fashion and beauty brands.

Iconic American fashion house, Oscar de la Renta, unveils the first store featuring its Pre-Fall and Fall/Winter 2020 collections, inclusive of ready-to-wear, handbags, jewelry, accessories, and a new perfume, with children’s wear coming soon.

Available in the Amazon app by invitation only, Luxury Stores combines the convenience customers have come to expect from Amazon with innovative technology like “View in 360.”

This interactive feature will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualize fit, and making shopping for luxury easier and more engaging.

Amazon “Store Within A Store” Experience

With collections sold directly from the participating brands as a ‘store within a store’ experience, brands independently make decisions regarding their inventory, selection, and pricing – and Amazon offers the merchandising tools for brands to create and personalize content in each of their unique brand voices.

By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.

“We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favorite luxury brands in Amazon’s store,” said Christine Beauchamp, President of Amazon Fashion.

Currently available to eligible U.S. Prime members, invited shoppers can browse exclusive styles from Oscar de la Renta throughout the season, including select ready-to-wear and a new perfume.

In addition, they can receive early access to the Fall/Winter 2020 collection, which is currently only available in Oscar de la Renta’s boutiques and website.

To entertain and engage invited shoppers, Amazon and Oscar de la Renta collaborated on a launch video, starring Cara Delevingne, directed by Bunny Kinney, and styled by Jason Bolden, celebrating the imaginative intersection of fashion and technology.

Eligible U.S. Prime members are the first invited to experience Luxury Stores. Over time, Luxury Stores will extend invitations to more shoppers.

Another Nail In The Coffin For Traditional Retailers

With Amazon entering the luxury market, the online retailer is aiming at another segment that has been struggling to compete with online sales, especially during the COVID pandemic.

Earlier this year, perennial luxury retailer Neiman Marcus filed for bankruptcy while the legendary department store Macy’s announced it would close 125 stores.

Luxury and high-end fashion brands that typically were sold in traditional retail stores and malls are looking for opportunities to grow sales amid new challenges posed by the COVID pandemic as more shoppers continue to buy online.

Some brands may choose to try the DTC (direct to consumer) model, while others may decide that an established online sales channel like Amazon may be the better way forward.

Amazon’s big advantage is not just the number of eyeballs the platform receives already, but it also offers logistics and marketing technology that can help brands stand out.

By building a program specifically for the luxury brands and keeping it separate from the everyday sales flow, it seems Amazon is trying to offer a tailored experience to luxury brands and their shoppers.

If this approach succeeds, it means there is another retail segment now under attack from Amazon potentially creating more problems for high end retailers and department stores.

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