THE WHAT? Amazon has evolved in the premium market with the launch of its new Luxury Stores concept, with Oscar de la Renta unveiling the first store featuring its Pre-Fall and Fall/Winter 2020 collection.
THE DETAILS The new Luxury Stores are by invitation only on the Amazon app, with more brands set to follow Oscar de la Renta’s lead in the coming weeks and seasons.
Currently only available to certain U.S. Prime members, the stores offer consumers the convenience of Amazon while shopping luxury, as well as a ‘store-in-store’ experience. There are also features such as a View in 360 detail to better showcase fit, with participating companies able to ‘independently make decisions regarding their inventory, selection, and pricing,’ as the collections are sold direct from the brands.
Christine Beauchamp, President of Amazon Fashion, said, “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.”
Oscar de la Renta will offer ready-to-wear, handbags, jewelry, accessories, and a new perfume, and is set to launch childrenswear in the future.
THE WHY? Historically the e-commerce king of mass market, this is Amazon’s first foray into the luxury fashion world, highlighting the evolution of the premium fashion industry into convenience shopping.
Beaucamp continued, “We are excited to offer luxury brands the services and technology to build an inspiring, elevated customer experience. It’s still Day One, and we look forward to growing Luxury Stores, innovating on behalf of our customers, and opening a new door for designers all over the world to access existing and new luxury customers.”