AmazonBasics underwear on one side, and then Luxury lingerie on the other. Is it possible to have a luxurious shopping experience on your phone? At first, it seems unlikely. But that’s not stopping Amazon to push forward on its latest attempt to get luxury brands onboard their platform.
Just recently, the online retail giant just unveiled what it labeled as “Luxury Stores.” “Luxury Stores” is a new way for many brands to present their offerings to customers on the Amazon mobile app. Its first high-end, ready-to-wear official partner? Oscar Dela Renta.
Luxury Stores is set to allow different brands to produce what Amazon is calling an amazing “store within a store” shopping experience. This means providing labels more control over pricing, selection and inventory, while leveraging the online platform’s vast reach to look for more customers. Moreover, Amazon will supply brands with the online equivalent of fancy store windows, providing them the option to display pieces in interactive, 360-degree views.
The interactive feature will start with selected clothes at launch, allowing people to explore different styles in impressive 360-degree detail. This will help them visualize fit, making luxury shopping more engaging and easier.
The feature is rolling out with just the Oscar de la Renta brand. However, other labels will be joining in the coming months. Browsing Luxury Stores is not an option for every user, though. Only selected Prime members in the United States will be invited to look through its digital racks. It’s possible that Amazon is targeting affluent clients. If you want, you can also request an invitation.
The Luxury Stores launch is Amazon’s most recent attempt to break into luxury fashion. While the retail giant sells tons of clothes (it is, in fact, the biggest apparel seller in the United States), these products are vastly considered “fast fashion.” Amazon has never managed to retain or attract luxury and designer labels, who have criticized the platform’s shopping experience. For example, Nike stopped direct sales through them back in 2019, claiming they want more personal and direct relationships with consumers than Amazon can supply.
Luxury Stores appears to be an attempt to address this specific complaint, providing labels more control over their own Amazon little corner. Some will certainly be interested in gaining access to the platform’s over 100 million Prime consumers, most especially in the middle of the pandemic.
As per Alex Bolen, Oscar de la Renta’s CEO, it makes complete sense to reach consumers where they are. The idea that they don’t want to reach out to people where they’re spending a lot of time is a huge mistake.
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