The ‘Luxury Stores at Amazon’ concept is being brought to customers in the UK, Germany, France, Italy and Spain, following its successful launch in the US with Oscar de la Renta in September 2020.
The “elevated” shopping experience will offer ready-to-wear collections from both established and emerging luxury fashion brands, including Christopher Kane, Dundas, Elie Saab, Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen, and Altuzarra. With Amazon adding that more fashion and beauty brands will join the platform in the future.
Collections are sold directly from the participating brands and designers, explains Amazon, meaning that brands make decisions independently regarding their inventory, selection, and pricing. While Amazon offers the brands the tools and technology to create and personalise original content in each of their unique brand voices to help them engage and inspire new customers. A concept that Amazon notes is great for “opening a new door for designers and brands to access existing and new luxury customers”.
Xavier Flamand, Vice President of Amazon Seller Services, said in a statement: “Brands within Luxury Stores at Amazon are able to speak authentically about their collections to our customers, empowering customers to define luxury for themselves. “Amazon focuses on providing brands and designers with innovative resources including motion graphics and enhanced auto play imagery, to further share their stories and connect to a fashion-engaged customer base.”
