After weeks of speculation and expert advice on the advantages of going with Amazon if the rumours of a new luxury store prove to be true, the e-commerce giant has finally responded by announcing the launch of ‘Luxury Stores,’ a new arm that caters to luxury and premium goods lovers.
The first shop on Luxury Stores features Oscar de la Renta’s pre-fall and fall/winter 2020 collections, including ready-to-wear, handbags, jewellery, accessories and a new perfume, with childrenswear “coming soon.” The company says more luxury brands are expected to join in the coming weeks.
The new shopping experience will be available on Amazon’s mobile application by invitation only to eligible Prime members. Customers can view products in 360-degree detail on different body types and skin tones. Invites will be extended to other shoppers over time, the company said, while Prime members who have not yet received an invitation via email can request an invitation by visiting amazon.com/LuxuryStores.
Amazon has long struggled to attract couture labels, even after participating in fashion shows and hiring executives from style hubs such as Vogue magazine and Ralph Lauren. Fashion labels generally prefer carefully curated selections and direct relationships with their customers, in contrast to Amazon’s marketplace format. Besides, there is the issue of counterfeiters on its third-party marketplace and the e-commerce giant’s reputation for giving brands less control over how their wares are marketed than physical retailers. Amazon has tried to allay their concerns for years, with pledges to crack down counterfeiting and tools to help brands curate their own corners of the company’s sprawling retail site.
It remains to be seen how well Amazon will respond to luxury brands’ concerns about pitching their tents in its store, and how successful this new venture will be.
Source: Bloomberg