Amazon Fashion’s luxury concept, “Luxury Stores at Amazon”, launched in the US in September 2020 has now been extended to Europe. This means that customers in Germany, Great Britain, France, Italy and Spain can now buy ready-to-wear collections from established and up-and-coming luxury fashion brands such as Christopher Kane, Dundas, Elie Saab, Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen and Altuzarra shopping. Further fashion and beauty brands are to be added in the future.
“Luxury Stores at Amazon” combines the trust and convenience that customers know and love from Amazon – such as fast and free shipping – with an upscale shopping experience that offers the opportunity to discover luxury fashion,” explains Amazon Fashion in a statement on Wednesday.
“We are delighted to be able to offer our European customers even more choice with the launch of Luxury Stores at Amazon. At “Luxury Stores at Amazon” you can expect an inspiring range of luxurious styles for all occasions, both from established designers like Elie Saab and up-and-coming brands like Mira Mikati,” comments Ruth Diaz, VP Amazon Fashion Europe, in the statement.
“Fashion is an area where we are constantly innovating and developing new offerings, and we are always looking for ways to offer our diverse, fashion-loving customers more of their favorite brands and styles. This is just the beginning and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our European customers season after season,” added Diaz.
Brands design the content of their Amazon Luxury Stores themselves
The collections are sold directly by the participating brands and designers, and the brands themselves decide on inventory, assortment and pricing. Amazon provides the tools and technology to create, personalize, and present content.
“With Luxury Stores at Amazon, brands can authentically present their collections and inspire our customers to define luxury for themselves. Amazon gives brands and designers innovative resources like animated graphics and optimized autoplay images to better tell their stories and appeal to a fashion-conscious clientele,” said Xavier Flamand, Vice President of Amazon Seller Services.
Accompanying the European launch is the ‘Luxury out of the Box’ advertising campaign, photographed by Angelo Pennetta and styled by Charlotte Collet. Models include Kristen McMenamy, Precious Lee, Leon Dame and Dara.
“With this campaign, Amazon invites its customers to prepare for an unforgettable summer in which individuality and self-development are celebrated and luxury fashion is redefined,” says Amazon about the campaign.
In the USA, “Luxury Stores on Amazon” started with fashion house Oscar de la Renta and now offers numerous global fashion and beauty brands. In 2021, Luxury Stores presented an exclusive collaboration between Oscar de la Renta and Clé de Peau Beauté. This was followed by “Smile! It’s Summer, starring Paloma Elsesser, Georgia May Jagger and Luka Sabbat, and Tyler Mitchell as photographer and director.
German customers can now find the new luxury stores at amazon.de/luxurystores or via the Amazon mobile app.
