Amazon launches ‘Luxury Store’ offering new high-end shopping experience to its customers.
The feature will be made available on an invitation-only app for the US prime customers and will have both the established and emerging luxury fashion and beauty brands.
Oscar de la Renta is the first designer to sign up to open a store on the app.
The American fashion house will be offering its pre-fall and Fall/Winter 2020 collections, along with ready-to-wear handbags, jewellery, accessories and a new perfume, with childrenswear coming soon.
The app is integrated with an interactive feature, View in 360, which allows the customers to view the garment in 360 degree for better visualisation of look and size.
The app will be available on selected garments.
All the luxury stores will offer brands a ‘store within a store’ experience, which means that the collection will be sold directly from the brand.
Also, the brands will be independently making decision of the inventory, selection and pricing of the collection.
“We are excited to offer luxury brands the services and technology to build an inspiring, elevated customer experience. It’s still Day 1, 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,” said Christine Beauchamp, President, Amazon Fashion.