Retail in Asia

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Amazon forays into luxury stores

Oscar de la Renta

U.S. e-commerce giant Amazon has announced the launch of ‘Luxury Stores’, a new shopping experience, which offers selected customers both established and emerging luxury fashion and beauty brands.

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Kicking off with luxury house, Oscar de la Renta, the new Amazon store will retail the American fashion house’s pre-fall and fall/winter 2020 collections, inclusive of ready-to-wear, handbags, jewellery, accessories, and a new perfume, with childrenswear coming soon.

“As a global leader in retail, Amazon has a relentless focus on improving the customer experience through constant innovation, utilizing technology and customer feedback,” said Alex Bolen, CEO of Oscar de la Renta.

“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,” continued Alex.

Via Amazon’s app, Luxury Stores works as an invitation-only service – U.S. Prime members for now – and acts as a ‘store within a store’ platform, where brands make decisions regarding inventory, selection, and pricing.

In return, Amazon will offer merchandising tools and innovative technology like “View in 360,” which allows customers to explore styles in 360-degree detail to better visualise fit.

Via Amazon, both fashion and beauty brands will also be able to create and personalize content through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.

“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,” continued Christine.

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In addition to Oscar de la Renta, more brands are set to launch within Luxury Stores in the coming weeks and seasons, said Amazon, adding that over time, the Luxury Stores service will extend invitations to more shoppers.