Amazon takes on luxury fashion market with app-only e-commerce store

Amazon has officially stepped into the luxury fashion market with the launch of Luxury Stores, a new shopping experience offering both established and emerging luxury fashion and beauty brands to eligible U.S Prime members.

Luxury Stores, which is said to be a similar marketplace to Farfetch, can be accessed exclusively by invitation only and is only available through the Amazon mobile app.

“Welcome to Luxury Stores at Amazon. The address for the world’s most sought-after fashion and beauty brands is in the palm of your hand. Enjoy access to the latest collections and exclusive items from each luxury brand, with Prime delivery,” the website explains.

Oscar de la Renta is the first heritage fashion house to unveil its store, with Pre-Fall and Fall/Winter 2020 collections, inclusive of ready-to-wear, handbags, jewelry, accessories and a new perfume — all ready to shop.

More brands are set to launch in the coming weeks and fashion seasons ahead.

“Luxury Stores combines the convenience customers have come to know and love from Amazon with innovative technology like “View in 360,” an interactive feature that will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualize fit — making shopping for luxury easier and more engaging,” the press release stated.

While Luxury Stores seems to be Amazon’s first mainstream market push into high-end fashion, the e-commerce giant quietly launched a website called VRSNL (pronounced “versional”), which stocks brands like Prada, Golden Goose, Rick Owens and Bottega Veneta.

It seems like an unusual time to launch a luxury marketplace considering the economic impact of a global pandemic and the downfall of the fashion industry given that no one has a reason to dress up. However, something tells us that Jeff Bezos has a plan.

If you enjoyed this story, you may like reading about Camille Perry and Holly Wright, the founders of your new favorite brand, Tove.

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