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Amazon announces new shopping experience “Luxury Stores”


Amazon has launched Luxury Stores, a new shopping experience offering both established and emerging luxury fashion & beauty brands. Oscar de la Renta is unveiling the first store featuring its Pre-Fall and Fall/Winter 2020 collections inclusive of ready-to-wear, handbags, jewelry, and a new perfume. More brands will launch within Luxury Stores in coming weeks.

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 select garments at launch, allowing customers to explore styles in 360-degree detail to better visualise fit, and making shopping for luxury easier and more 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 personalise 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 favourite 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 US 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. In addition, they can receive early access to the Fall/Winter 2020 collection, which is 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,” said Alex Bolen, CEO of Oscar de la Renta. “As a global leader in retail, Amazon has a relentless focus on improving the customer experience through constant innovation, utilising 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.”

Eligible US Prime members are the first invited to experience Luxury Stores. Prime members that did not yet receive an invitation via email can request an invitation by visiting LuxuryStores link on the Amazon website. Over time, Luxury Stores will extend invitations to more shoppers.

Amazon Fashion, the fashion retail division of Seattle-based Amazon.com, Inc, is a one-stop destination for head-to-toe style. Amazon Fashion continues to expand its wide selection and create new experiences on behalf of its customers, including Prime exclusive programmes like Prime Wardrobe, allowing you try before you buy, and Personal Shopper by Prime Wardrobe, a service that provides style inspiration and curated recommendations. Amazon Fashion also recently introduced The Drop, an innovative shopping experience that gives customers access to limited-edition street-style collections designed by fashion influencers around the world. Amazon Fashion aims to reinvent the online fashion shopping experience for everyone and uses technology to serve customers with products and brands that are relevant to them.

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalised recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon.

Oscar de la Renta is one of the world’s leading luxury goods firms. The New York-based company was established in 1965, and 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.

The design house is built on the foundation of femininity, craftsmanship and timeless style. From romantic silhouettes and impeccable tailoring to intricate embroideries and exquisite detailing, each piece has the power to transport the woman who wears it.

Through the decades, the brand philosophy has always been to make women look and feel beautiful. As Oscar always said, “Fashion is only fashion once a woman puts it on.”

Fibre2Fashion News Desk (PC)

Amazon has launched Luxury Stores, a new shopping experience offering both established and emerging luxury fashion & beauty brands. Oscar de la Renta is unveiling the first store featuring its Pre-Fall and Fall/Winter 2020 collections inclusive of ready-to-wear, handbags, jewelry, and a new perfume. More brands will launch within Luxury Stores in coming week



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