Luxury brands and online shopping had a divorced relationship. But seems the ex-partners tried hard to enter marriage hood again with the launch of Amazon Luxury stores. Luxury is an experience. Amazon’s latest attempt offer brands an opportunity to reach out to discerning customers via Luxury Stores via its App. Oscar de la Renta is the first official partner to this endeavor. It aims at separating the hoi polloi from the haute couture, luxury lingerie from AmazonBasics Underwear.
How Luxury Stores at Amazon work?
It would be like a “Store within a store.” Amazon would allow selected customers to explore hand-picked couture via its 360-degree detailing to envisage the fit and style, giving a convincing reason to seal it into your wardrobe. The 360-degree fancy shop window is a treatment done to offer a premium experience new millennial today. Oscar de la Renta is the first brand to be on their list. This launch pad would attract other premium brands soon if Oscar de la Renta meets success.
Respecting ethos, this elite launch of these Stores would be open to only select Amazon Prime members in the US. It would be invitation-based. Only the affluent would be welcomed to browse the premium racks on this digital platform. If you are willing to experience it, you can seek an invitation to this e-store too. Amazon had a bad experience in inviting or retaining high-end brands in the past. 2019 Nike ended its any direct sales via Amazon as the personal touch factor with customers went weak. The launch of Amazon Stores is a sharp attempt giving freedom to the brand to control their little window over Amazon platform. The store window is digital synonymous to a red velvet rope.
Will this model work? It seems a big yes, as Amazon claims to have 100 million Prime customers who could be potential clientele for high-end brands. And with the current pandemic scenario, when life has moved online, definitely luxury needs to trade-off virtually too. It would be wise to try any workable solution and reach out to customers to keep the business going.
Via Verge
