Retail giant, Amazon launched its Luxury Stores, a new shopping programme for established and emerging luxury fashion and beauty brands, which is available exclusively on their app.
Iconic American fashion house, Oscar de la Renta is the first brand to be a part of the new programme. It is offering its Pre-Fall and Fall/Winter 2020 collections. This includes ready-to-wear, handbags, jewellery, accessories and a new perfume, and children wear will be added soon.
Currently, the Luxury Store is only accessible to select Prime members in the US who have been invited to browse the digital racks. You can also request an invitation.
The select few can explore the latest styles in 360-degree detail to better visualize fit, making shopping for luxury easier and more engaging. More designer brands, including those catering to menswear, will be added soon.
“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.
To announce the new venture, Amazon and Oscar de la Renta collaborated on a launch video, starring Cara Delevingne, directed by Bunny Kinney, and styled by Jason Bolden, celebrating the imaginative intersection of fashion and technology.
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“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,” stated Alex Bolen, CEO of Oscar de la Renta in a press release.
Each of these luxury brands will function as a store within a store. The brands will take all decisions regarding their inventory, selection and pricing while Amazon offers the merchandising tools to create and personalize content to suit each brand’s voice. The products will be delivered via Prime’s efficient and quick delivery system.