New York, NY--An NBC News article by Leticia Miranda notes that "The pandemic has had a particularly harsh impact on luxury retail, which relies on in-store personal service and a tactile experience." The image features Cara Delevingne wearing Oscar de la Renta. (Image Credit: Angelo Sgambati/Amazon)
From the story:
Amazon has launched a new bid into luxury with the rollout of a couture shopping experience that will feature established and emerging fashion houses and brands.
The company’s Luxury Stores launched on Amazon’s mobile app Tuesday with the iconic fashion house, Oscar de la Renta. The designer’s store features its pre-Fall and Fall/Winter 2020 collections of ready-to-wear apparel, handbags, jewelry, accessories, and a new perfume. More brands will launch within Amazon’s Luxury Stores in the coming weeks and seasons, the company said in a statement.
“I would guess that somewhere near 100 percent of our existing customers are on Amazon and a huge percentage of those are Prime members,” Alex Bolen, CEO of Oscar de la Renta, told Vogue. “For me to get more mindshare with existing customers in addition to getting new customers — that’s the name of the game.”
The new store concept is only open to invited Prime shoppers in the U.S., and allows customers to see items in 360-degree detail. Luxury brands will have more independence over how they stock their stores and their pricing through Amazon’s merchandising tools, which allow them to create and personalize the content of their store. They will also be able to offer their own customer services to shoppers to answer specific questions about their collection and choose how they pack and ship to their customers, the company said.