Amazon ‘Luxury Stores’ launching with Oscar de la Renta


Online giant Amazon is continuing its push into fashion with the launch
of its new high-end shopping experience, ‘Luxury Stores’.

The new luxury proposition is launching with an invitation-only app for
US Prime customers only and promises to offer both established and emerging
luxury fashion and beauty brands.

The first designer to sign up to open a store on the app is Oscar de la
Renta. The American fashion house will stock its pre-fall and fall/winter
2020 collections, ready-to-wear, handbags, jewellery, accessories, and a
new perfume, with childrenswear coming soon, Amazon added in a statement.

The concept, Amazon explained combines its “convenience” with innovative
technology like View in 360, an interactive feature that will begin rolling
out with select garments at launch, allowing customers to explore styles in
360-degree detail to better visualise fit to make “shopping for luxury
easier and more engaging”.

Each luxury store will offer brands a “store within a store’
experience,” meaning that collections will be sold directly from the brand
itself, with Amazon adding that brands will independently make decisions
regarding their inventory, selection, and pricing.

Amazon notes that each brand will be given merchandising tools to create
and personalise content in “their unique brand voices” as it believes that
content-driven e-commerce will reach and engage more shoppers. Both fashion
and beauty brands will be encouraged to “engage and entertain customers
through immersive storytelling, including enhanced, auto-play imagery and
in-motion graphics”.

Amazon targets luxury fashion with new invitation-only retail concept

“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
favourite luxury brands in Amazon’s store,” said Christine Beauchamp,
president of Amazon Fashion. “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.”

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Alex Bolen, chief executive of Oscar de la Renta, added: “Oscar de la
Renta is thrilled to partner with Amazon for the launch of Luxury Stores.
As a global leader in retail, Amazon has a relentless focus on improving
the customer experience through constant innovation, utilising technology,
and customer feedback.

“We admire Amazon’s customer-centric focus and look forward to telling
our brand’s story in compelling and engaging ways to even more customers
through the Luxury Stores experience.”

To launch its luxury store on Amazon, Oscar de la Renta has collaborated
on a video, starring Cara Delevingne, directed by Bunny Kinney, and styled
by Jason Bolden, which celebrates the “imaginative intersection of fashion
and technology”.

Amazon Luxury Stores will be eligible to US Prime members initially, who
will be invited. For Prime members that did not yet receive an invitation
via e-mail, Amazon said they can request one via its website. With the
online giant adding that over time, Luxury Stores will extend invitations
to more shoppers.

Amazon didn’t confirm which other luxury designers have signed up to the
service, just adding that “more brands” would launch in the “coming weeks
and seasons”.

Image: Oscar de la Renta Facebook



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