After launching the Common Threads storefront earlier this year, Amazon is continuing its expansion into the luxury fashion market. On September 15, Amazon announced the launch of Luxury Stores at Amazon, a new, mobile-focused shopping experience that allows users to shop the latest collections from emerging and established luxury fashion brands.
Amazon kicked off the launch of Luxury Stores by partnering up with the designer that perhaps best exemplifies luxury fashion: Oscar De La Renta. Members can now purchase not only ready-to-wear pieces from the brand’s Fall and Fall/Winter 2020 collections, but accessories, jewelry, and perfume, too, with more to come. Amazon’s second brand partner is none other than French icon Roland Mouret, who just launched their Pre-Fall 2020 collection on Luxury Stores, as well as a CGI presentation that virtually brings the collection to life.
Oscar De La Renta’s involvement in the project reflects CEO Alox Bolen’s strong sense of business acumen. In a previous interview, Bolen said, “I would guess that somewhere near 100% of our existing customers are on Amazon and a huge percentage of those are Prime members […] For me to get more mindshare with existing customers in addition to getting new customers — that’s the name of the game.” Indeed, while many other designers might feel hesitant to offer their collections on Amazon, Bolen reiterated that “[not speaking] to a customer where she’s spending a lot of her time is a mistake.”
That business-savvy mindset is shared by Roland Mouret, who was one of the first high-fashion designers to dip a toe into online shopping two decades ago. In a statement on his website, Mouret called Amazon “the next frontier for the future of luxury fashion online,” adding that “the time is right.” It will be interesting to see which other forward-thinking designers follow suit in the weeks to come.
Available solely through the latest version of the Amazon mobile app, Luxury Stores has an impressive interface. Marrying luxury fashion with innovative technology, Amazon has built an immersive shopping experience that provides a 360-degree view of items in their full array of sizes which allows shoppers to better visualize fit. It’s like bringing designer showcases right into your home (or hotel, or car, or wherever you are) — once the exclusive privilege of fashion editors and industry insiders.
Here’s the catch: Luxury Stores is available to Prime members only, and it’s an invite-only experience, which requires that you request an invitation if you haven’t already received one (click here to do so). But that also means that members retain the perk of fast, free shipping and all the other conveniences associated with Prime, such as hassle-free returns and one-click ordering. In a time where convenience and virtual accessibility have become more important than ever — to both designers and consumers alike — it’s not surprising that luxury brands are tapping into Amazon’s 100 million+ Prime customer base.
Luxury Stores will be announcing more designers and collections soon, and may even move into luxury beauty next.