- Amazon is partnering with Oscar de la Renta to launch “Luxury Stores”, a series of high fashion storefronts supported by the e-commerce giant.
- Only “eligible Prime members” who receive an invitation will be able to access the showcase.
- The announcement is a big step for the online retailer, which has been looking to expand its fashion offering.
- Brick and mortar retail was devastated by the economic impacts of the COVID-19 pandemic, while Amazon saw a 40% increase in year-over-year sales in the second quarter.
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Amazon is partnering with fashion house Oscar de la Renta to launch the first of its online “luxury stores”
The Oscar de la Renta store offers 360 viewing capabilities, allowing shoppers to see every detail of a garment before purchase and access to Oscar de la Renta’s Fall / Winter 2020 collection, which is currently only available in boutiques and on the designer’s website, according to an Amazon press release.
But while anyone can visit a boutique or Oscar de la Renta’s website, the Amazon luxury store has an added layer of exclusivity. Amazon is only sending invitations to “eligible Prime members,” the company says. While Prime members can request access to the online store, Amazon declined to disclose how long they will spend on the waitlist or how many people have already been admitted.
Tuesday’s announcement is a big step for the online retailer, who has long sought to tap into the $ 300 billion global luxury market and has made previous forays into the fashion industry. Since Christine Beauchamp was hired as Amazon’s fashion boss, the online retail giant has also created Prime Wardrobe, a “try before you buy” feature on Prime, and briefly offered the Echo Look, a smart camera. which provided a fashion device (the Echo Look was discontinued in July, according to The Verge.)
The move comes at a time when brick and mortar is going out of fashion. In June, Valentino sued to terminate the lease for his boutique on Fifth Avenue in New York, according to the Wall Street Journal. And in August, Lord & Taylor filed for bankruptcy and said it was closing its stores after 194 years in business.
A partnership with Amazon, whose sales increased 40% in the second quarter, could be a saving grace for brands looking to bolster their e-commerce offerings due to COVID-19’s negative impact on purchases. In May, Amazon also partnered with Vogue to create a showcase for high-end designers like Derek Lam and Tabitha Simmons, with the stated goal of using online sales to help independent designers stay afloat.
For existing Prime members, here’s how to request access to Amazon’s Oscar de la Renta luxury store on your smartphone or computer: