Online giant Amazon is continuing its push into fashion with the launch of its new high-end shopping experience, ‘Luxury Stores’.

The new luxury proposition is launching with an invitation-only app for US Prime customers only and promises to offer both established and emerging luxury fashion and beauty brands. The first designer to sign up to open a store on the app is Oscar de la Renta. The American fashion house will stock its pre-fall and fall/winter 2020 collections, ready-to-wear, handbags, jewellery, accessories, and a new perfume, with childrenswear coming soon, Amazon added in a statement.

The concept, Amazon explained combines its “convenience” with innovative technology like View in 360, an interactive feature that will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualise fit to make “shopping for luxury easier and more engaging”.

Each luxury store will offer brands a “store within a store’ experience,” meaning that collections will be sold directly from the brand itself, with Amazon adding that brands will independently make decisions regarding their inventory, selection, and pricing.

Amazon notes that each brand will be given merchandising tools to create and personalise content in “their unique brand voices” as it believes that content-driven e-commerce will reach and engage more shoppers. Both fashion and beauty brands will be encouraged to “engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics”. Amazon Luxury Stores will be eligible to US Prime members initially, who will be invited. For Prime members that did not yet receive an invitation via e-mail, Amazon said they can request one via its website. With the online giant adding that over time, Luxury Stores will extend invitations to more shoppers.


Rishika Keyal