As if department stores didn’t have enough to contend with, there’s now another well-positioned peddler of high-end fashion on the scene and it’s a name everyone will recognize.
Amazon announced today the debut of Luxury Stores, a members-only fashion division within the regular app where consumers can purchase from upscale designers such as Oscar de la Renta. The store launches with the pre-fall and fall/winter 2020 collections, including handbags, ready-to-wear, accessories and the soon-to-launch childrenswear, of the New York-based de la Renta brand.
Certain "eligible" members of Amazon Prime in the U.S. received an invitation to the new luxe offering, Amazon said in a release. Other members are encouraged to request an invitation to the exclusive shop, which will offer a 360-degree view for shoppers to better view garments.
To promote Luxury Stores, Amazon released a 30-second film starring model Cara Delevingne. The video will air across digital and social media channels, according to a spokeswoman. Delevingne promoted it on her Instagram feed today.