Amazon turns to luxury and inaugurates Luxury Stores, a series of (luxury) in-store stores (that is, hosted on Amazon) that aim to offer a "new shopping experience " made of high fashion brands. It starts from the United States and with the Oscar de la Renta brand, which will present its new pre-autumn and autumn-winter 2020 collections on the e-commerce site.
Amazon Luxury Stores will also be an unprecedented experience, yes, but it will not be open to everyone: it can only be accessed from the Amazon app, and by invitation only. Selected Prime customers will thus be able to count on the most advanced technologies available on the platform, such as the interactive 360-degree view to try on available clothes, accessories and sizes.
The important fact is that Amazon will not sell, but the maison itself: the e-commerce site will only act as an intermediary according to the structure of the "in-store shop". For this reason, products, stock and prices will be decided directly by the brand, leaving Amazon only the aspects (and tools) for merchandising. We are still al Day One, admits the President of Amazon Fashion Christine Beauchamp, but there is already the intention to extend the service to an increasing number of boutiques and luxury companies, as well as to an increasingly wider audience of customers.
The elite shop – as mentioned – is accessible by invitation only. Who knows if it will soon further strengthen the success of the e-commerce platform (we talked about it in our recent episode of the Intervallo podcast), now capable of ranging from AmazonBasics products (with some problems) to high fashion clothes. Those who live in the United States and have not yet received the email proposing entry into the club should not despair: the request can also be made through the official website amazon.com/LuxuryStores.
Credits opening image (modified): Pixabay