Amazon unveiled, on June 8, the expansion of Luxury Stores, its offer dedicated to luxury brands and designers in Europe. This announcement comes a few days after the opening of its first physical store dedicated to the sale of clothing.
Amazon wants to forge a link with luxury brands
First introduced in the United States in September 2020, Luxurys Stores are alternative online stores for luxury brands wishing to sell their products on Amazon. Now, these fashion stores are available in France, Germany, Italy as well as the UK. Four brands are currently available for sale: Elie Saab, Dundas, Boglioli and Rianna+Nina.
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Ruth Diaz, Vice President of Amazon Fashion Europe, explains that ” fashion is an area in which we are constantly innovating and developing new offerings, we are always looking for new ways to offer our diverse and fashion-loving customers more of their favorite brands and styles “.
The collections present on the sites are sold directly by the brands and designers. They are the ones who decide the price, the size of their stock and the products offered for sale. Amazon positions itself as an intermediary offering luxury houses the tools they need to sell.
” With Luxury Stores, brands can present their collections in an authentic way and thus inspire our customers to define the luxury that suits them. », precise Xavier Flamand, Vice President of Amazon Seller Services, ” We empower brands and designers with innovative resources, including animated graphics and auto-play enhanced images, to best share their stories and connect with fashion-engaged customers. “.
In the United States, Amazon has become the number one retailer of classic fashion, capturing 34% of the sector’s purchases online. However, the company will have to redouble its efforts if it wishes to impose itself in Europe against its new competitor Zalando. The German company is the European leader in fashion with more than 12 logistics centers located in 7 countries.
Specialize in the sale of clothing
At the end of May, Amazon opened its first physical clothing store in Los Angeles, Amazon Style. The store uses innovative technology to make it easier to try on clothes. Each item has a QR code that can be scanned and sent to employees so that they prepare a fitting room with all the clothes they want.
For the moment, the e-commerce giant has not communicated on the part played by the sale of clothing on its 470 billion dollars in turnover recorded in 2021. It is most certainly a bare portion of its current recipes.