Amazon has launched a by-invitation-only luxury platform, called Luxury Stores, which will offer both established and emerging luxury fashion and beauty brands.
Products are sold directly from the participating brands as a ‘store within a store’ format. Brands independently make decisions regarding their inventory, selection, and pricing, while Amazon offers merchandising tools for brands to create and personalize content.
The online retailer says the platform combines Amazon’s convenience with new technology, such as View in 360. This interactive feature will enable customers to view styles in 350-degree detail so they can better visualize fit.
Fashion brand Oscar de la Renta is the first brand to be featured on the platform with its pre-fall and fall/winter 2020 collections, which includes its ready-to-wear, handbags, jewelry, accessories and perfume. More brands will launch on Luxury Stores in the coming weeks, according to Amazon.
Currently available to eligible US members of Amazon loyalty program Prime, invited shoppers can browse styles from Oscar de la Renta and will have early access to the Fall/Winter 2020 collection, which is currently only available in Oscar de la Renta’s boutiques and website. Amazon and Oscar de la Renta collaborated on a launch video, starring Cara Delevingne.
Eligible US Prime members are the first invited to gain access to Luxury Stores. Over time, Luxury Stores will extend invitations to more shoppers.