Prime Couture? Amazon Launches 'Luxury Stores'

Gina Acosta
Executive Editor
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Prime Couture? Amazon Launches 'Luxury Stores'
As shopping continues to go more virtual, ease of returns might be what separates (elevates?) the experience on Amazon Luxury Stores.

Amazon wants to sell everything from groceries to cars, and now it's forging its way into yet another subsector of retail.

The company is launching a mobile-first high-end shopping experience called Luxury Stores. The Luxury Stores experience offers stores-within-a-store for established and emerging luxury fashion and beauty brands. Oscar de la Renta is the first such store on Amazon, featuring its Pre-Fall and Fall/Winter 2020 collections, including ready-to-wear, handbags, jewelry, accessories and a new perfume, with children's wear coming soon. More brands will launch within Luxury Stores in the coming weeks and seasons.

“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 favorite 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.”

Luxury Stores features innovative technology like View in 360, an interactive feature that allows customers to explore styles in 360-degree detail to better visualize fit, making shopping for luxury easier and more engaging.

But as shopping continues to go more virtual, ease of returns might be what separates --or elevates -- the experience on Amazon.

The debut comes as many luxury retailers, from department stores to boutiques, are filing for bankruptcy.

The new marketplace is the latest entry for Amazon as it attempts to unlock long-term value creation from the $300 billion luxury market.

The Seattle-based company has ramped up its efforts over the past few years, launching Prime Wardrobe back in 2018 and Personal Shopper in 2019. Amazon also has its own in-house fashion brand, called The Fix.


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