That is right! We are not sure what is more newsworthy – Amazon finally debuting their experiments with “Luxury Stores” or keeping the entire concept an invite-only affair.
The e-commerce giant has launched the high-end shopping experience on its mobile app, beginning with the USA. At the touch of a button, the platform made its debut with the couture fashion house, Oscar de la Renta as the first partner. Oscar de la Renta is one of the world’s leading luxury goods firms.
While the access to the latest collection and exclusive items from each brand is by invitation only, the list is limited to Amazon Prime members in the US. Anyone who doesn’t have an invite from Amazon in their inbox can register for one through the new website.
The new Amazon Website: Amazon.com/LuxuryStore
Christine Beauchamp, President of Amazon Fashion, stated, “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. 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.”
The new portal will offer improved graphics and visualization within the Amazon app and allow brands to sell as a “store within a store,” controlling their own inventory, selection, and pricing.
For now, Oscar de la Renta is the first and only label to open a shop-in-shop. More established and emerging ready-to-wear, accessories, and beauty brands are expected to join the new platform in the weeks to come.
Beauchamp explains the strategy: “Mobile shopping is incredibly important for our customers. We find that the Amazon fashion customer overwhelmingly shops fashion in the mobile experience, so we began it with mobile, where our customer begins. In fact, in the past year [Amazon] customers have ordered over a billion fashion items on mobile.”
Amazon is also making all the necessary changes expected to entice big brands to happily collaborate with them. They are giving more control over the look of their little corner of Amazon’s platform. Add to this Amazon’s 100 million Prime customers. As per feedback, they want the ability to shop their favorite luxury brands in Amazon’s store.
Kicking it off with Oscar de la Renta
The New York-based company, Oscar de la Renta was established in 1965 and encompasses a full line of women’s accessories, bridal, childrenswear, fragrance, beauty, and home goods and its internationally renowned women’s ready-to-wear collection.
Amazon and Oscar de la Renta collaborated on a launch video, starring Cara Delevingne, directed by Bunny Kinney, and styled by Jason Bolden.
Invited shoppers can browse exclusive styles from Oscar de la Renta throughout the season, including select ready-to-wear and a new perfume. They can also receive early access to the Fall/Winter 2020 collection, which is currently only available in Oscar de la Renta’s boutiques and website.
Alex Bolen, CEO of Oscar de la Renta, stated, “As a global leader in retail, Amazon has a relentless focus on improving the customer experience through constant innovation, utilizing technology and customer feedback. 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.”
While more brands are set to launch in the coming weeks and months, one can only question if Amazon’s attempt to enter luxury will match Alibaba’s successful foray in this industry. In China, Alibaba Group Holding Ltd.’s Tmall has lured more than 180 brands to its Luxury Pavilion platform, including Chanel, Bottega Veneta, and Cartier.
Needless to say, this news is an opportunity to partner with luxury brands who are seeking tools and a synergistic environment to bring luxury shopping into the future.
See the entire press statement, here: Press Statement
Oscar de la Renta Official Facebook page