“Having world-class luxury designers like Christopher Kane and Elie Saab trust us with their brands and their creations is great news for Amazon and for our customers,” says Diaz, who adds that more brands, both established and emerging, they’ll be avalaible. join Luxury Stores on Amazon in the coming seasons.
Precious Lee also appears in the campaign, photographed by Angelo Pennetta and styled by Charlotte Collet.
Angelo Pennetta for Amazon Luxury Stores
Collections are sold directly from brands and designers, and decisions about inventory, selection and pricing are left up to the brand, Amazon says. Its tools and technology also enable brands to create personalized content to bring their unique voice and identity to their presence on Amazon. “Brands within luxury stores on Amazon are able to speak authentically about their collections to our customers, allowing them to define luxury for themselves,” is how Xavier Flamand, vice president of seller services at Amazon, puts it. Shoppers will also be able to browse Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen at Luxury Stores.
The change is “great news for Amazon and customers,” according to Ruth Diaz, European vice president for Amazon Fashion.
Angelo Pennetta for Amazon Luxury Stores
There’s been a lot of talk about the shift to a “hyperphysical” approach to luring consumers back into retail (examples include the Jacquemus bathroom-inspired pop-up at Selfridges, or the touchable pink faux-fur backdrop which Balenciaga created to exhibit his Le Cagole in London). But Amazon relies on the speed and convenience of its service, plus the growing lineup of established fashion brands, adding up to an irresistible mix.
Source: www.vogue.co.uk