The stores will feature both established and emerging brands – the first of which will feature Oscar de la Renta’s Pre-Fall and Fall/Winter 2020 collections. Included in the luxury fashion offering will be a series of ready-to-wear apparel, handbags, jewelry, accessories, and a new perfume with a children’s line on the way.
Amazon said even more brands will be unveiled in the Luxury Stores in the coming weeks and seasons. Oscar de la Renta will give the first look at its collection in the Luxury Store before it is available on the retailer’s website or in its boutiques.
To shop the Luxury Stores, Amazon customers need to be an Amazon Prime member and receive an invitation from the e-commerce giant. Amazon Prime members that did not receive an invitation to shop the Luxury Stores can request one by visiting amazon.com/LuxuryStores. Amazon said it will extend invitations to more Prime members over time.
The luxury collections will be sold directly from the brands in online stores in what Amazon called a “store within a store” experience. Brands selling in the Luxury Stores will decide their own price, selection, and inventory while Amazon said it will streamline the process to bring a personalized touch to each retailer.
“We are excited to offer luxury brands the services and technology to build an inspiring, elevated customer experience,” Christine Beauchamp, president of Amazon Fashion, said in a statement. “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.”
The news of Amazon’s entrance into the luxury fashion market comes at a time when retailers are feeling the impact of the coronavirus. As consumers shift toward online purchases, many brick-and-mortar retailers are filing for bankruptcy and shuttering stores after being temporarily closed in March due to the pandemic. Retailers such as Neiman Marcus, J. Crew, Brooks Brothers, and JC Penney have filed for Chapter 11 during the coronavirus crisis.
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