The Amazon marketplace giant has teamed up with the US department store Saks Fifth Avenue to create a new multi-brown frame. This offers a selection of luxury fashion and beauty brands that are now offered under the name ‘Luxury Story at Amazon’.
With the new partnership, Amazon Fashion-Kund can now browse and buy a selection of women’s and men’s ready-to-wear fashion, beauty products, shoes, handbags and accessories via the ‘Saks on Amazon’ Storfront. Here, Saks curated labels such as Etro, Stella McCartney, Giambattista Valli, Balmain and Erdem will be available here. Edits like ‘Women’s Weekend Uniform’ and ‘Men’s Elevated Essentials’ should make the search easier on the platform.
In a press release, Emily Essner, President and Chief Commercial Officer shared their enthusiasm for the new shopping experience at Saks Global, a newly founded company that was founded after the takeover of Neiman Marcus last year.
Essner added to this new collaboration: “This cooperation underlines the reputation of Saks Fifth Avenue as a leading company in the area of luxury curation and our commitment to the reinvention of luxury shopping, so that the experience is announced: R in distinctive. We are very happy about the cooperation with an incredible group of future-oriented brand partners: Inside and looking forward to the selection with additional brands to expand while we develop the experience. “
Amazon extends luxury offer to address ‘desired’ consumer: to address inside
To celebrate the start, a selection of luxury items in digital shop windows can be found on the Saks on Amazon platform, which are based on the New York flagship of Saks Fifth Avenue. Here the cooperation is also emphasized in a shop window installation that shows a selection of pieces from the online offer. This coincides with the editorial campaign ‘Saks Arrives on Amazon’, which reflects the idea of combining the luxury offer from SAKs with the fast delivery service from Amazon.
In his own explanation, Jenny Freshwater, Vice President of Amazon Fashion, Fitness and Creators, said that the customers are “eager to buy these brands in the Luxury Store”. She added: “This collaboration with SAKs underlines Amazon’s commitment to support the luxury industry and to expand our offer for customers: at the same time we offer an upscale shopping experience that meets the different tastes of our diverse customers.”
Amazon started his Luxury Stores-Storefront in the United States together with Oscar de la Renta in 2020. Over time, the platform has continuously, albeit slowly, and in 2022, when it expanded the function to Europe, brought additional names such as Christopher Kane, Dundas and Elie Saab to the website to better address the consumers in the region.
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