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October 3, 2020
Amazon Announces New Shopping Experience — “Luxury Stores”
Launching with Oscar de la Renta’s Store Featuring Pre-Fall and Fall/Winter 2020 Collections.
Luxury Fashion and Beauty Brands Tap Amazon’s Innovative, Content-Driven Tools to Reach and Engage More Shoppers.
More Customers Turning to Mobile Shopping - In the Past Year, Amazon Customers Ordered More Than One Billion Fashion Items On Mobile Devices.
Photo: Amazon Headquarters, Seattle.
SEATTLE — Amazon announced the launch of Luxury Stores, a new shopping experience offering both established and emerging luxury fashion and beauty brands. The iconic American fashion house, Oscar de la Renta, unveils the first store featuring its Pre-Fall and Fall/Winter 2020 collections, inclusive of ready-to-wear, handbags, jewelry, accessories, and a new perfume, with childrenswear coming soon. More brands will launch within Luxury Stores in the coming weeks and seasons.
Oscar de la Renta is one of the world’s leading luxury goods firms. The New York-based company, established in 1965, encompasses a full line of women’s accessories, bridal, childrenswear, fragrance, beauty, and home goods, in addition to its internationally renowned women’s ready-to-wear collection.
Available in the Amazon app by invitation only, Luxury Stores combines the convenience customers have come to know and love from Amazon with innovative technology like “View in 360.” This interactive feature will begin rolling out with delicate garments at launch, allowing customers to explore 360-degree detail styles to visualize better fit and make shopping for luxury more accessible and engaging. With collections sold directly from the participating brands as a ‘store within a store’ experience, brands independently make decisions regarding their inventory, selection, and pricing - and Amazon offers the merchandising tools for brands to create and personalize content in each of their unique brand voices. By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery, and in-motion graphics.
“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. “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.”
Currently available to eligible U.S. Prime members, 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, currently only available in Oscar de la Renta’s boutiques and website. To entertain and engage invited shoppers, 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.
“Oscar de la Renta is thrilled to partner with Amazon for the launch of Luxury Stores,” stated Alex Bolen, CEO of Oscar de la Renta. “As a global retail leader, 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.”
Amazon Fashion, the fashion retail division of Seattle-based Amazon.com, Inc., is a one-stop destination for head-to-toe style. Find apparel, shoes, accessories, jewelry, watches, handbags, and luggage from a wide range of designer, contemporary, and emerging brands for any occasion, any style, and any budget. Amazon Fashion continues to expand its wide selection and create new experiences on behalf of its customers, including Prime-exclusive programs like Prime Wardrobe, allowing you to try before you buy, and Personal Shopper by Prime Wardrobe. This service provides style inspiration and curated recommendations.
Source: Amazon
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Edited & Posted by the Editor | 6:47 AM | Link to this Post
