A new digital storefront from Amazon merges luxury fashion with mobile convenience. The tech titan’s Luxury Stores gives Amazon Prime members an exclusive, invite-only shopping experience.
Luxury Stores kicks off with a collection launch from Oscar De La Renta, featuring its new fall and winter ready-to-wear apparel, handbags, jewelry, and perfume. Though Oscar De La Renta is Amazon’s first official Luxury Stores partner, more couture companies will release collections in the coming months. Through the new channel, luxury brands can create a “store within a store” experience, where they have control over inventory and pricing but still utilize Amazon’s merchandising tools and app. Amazon also created a “View 360” feature for the platform that lets designers craft an interactive display to give consumers up-close and detailed views of clothes and accessories, like they would see in a brick-and-mortar store.
Part of the appeal of luxury fashion is its exclusivity, and to maintain this allure, Amazon made Luxury Stores a limited experience. The store is invite-only, with select Amazon Prime members in the U.S. able to browse the virtual clothing racks. Prime members not invited, however, can request an invitation to shop the luxury goods. By making it an exclusive experience, Amazon could appeal to higher end shoppers, such as those who have not used its services in the past but may be wooed by the quick shipping and mobile accessibility. As for Oscar De La Renta, teaming up with the tech giant could help it reach younger shoppers, like Gen Z consumers who are more willing to purchase premium products online and favor Amazon’s speedy delivery service, according to a Gartner report on the topic. With 100 million Prime users, Amazon could also help Oscar De La Renta and other luxury retailers connect with a new market of consumers.
Amazon’s Luxury Stores combines couture with convenience. With the launch of its fashion channel, Amazon could boost its credibility as a high-fashion source and make its mobile shopping experiences just a little more luxurious.