Amazon introduces the first online ‘luxury store’ with the Oscar de la Renta

• Amazon launches “Luxury Stores” in association with Oscar de la Renta, a series of high-end fashion storefront supported by e-commerce.
• Only “eligible Prime Members” who receive an invitation can access the storefront.
• This announcement is a big step for the online retailer as it expands its fashion offerings.
• Brick and mortar retail sales were affected by the economic impacts of the COVID-19 epidemic, while Amazon saw a 40% increase in annual sales in the second quarter.
• Visit Business Insider’s homepage for more stories.

Amazon Fashion House has teamed up with Oscar de la Renta to launch its online, invitation-only “luxury stores”. The initiative, which announces additional partnerships in the coming weeks and months, will see the powerful fashion brands in the Amazon marketplace designing custom stores.

The Oscar de la Renta Store has 360-view capabilities, allowing shoppers to see every detail of a dress before purchasing, and access to the Oscar de la Renta Fall / Winter 2020 collection, which is currently only available in designer boutiques and on the website, for an Amazon News release.

But anyone can visit the website of a boutique or Oscar de la Renta, the Amazon luxury store has an extra separate layer. The company says Amazon only sends invitations to “qualified prime members.” While prime members may request access to the store online, Amazon has refused to disclose how long they will be on the waiting list or how many have already been admitted.

Tuesday’s announcement is a big step for the online retailer, which has long sought to tap Billion 300 billion global luxury market, And has done Previous trips in the fashion industry. Christine Beechamp has been hired as Amazon’s head of fashion, creating an online retailer called Prime Wardrobe, which has created a “try before you buy” feature on Prime, and briefly unveiled the Echo Look, a smart camera that last month (Echo Look July) According to the edge.)

The move comes at a time when brick and mortar are out of fashion. In June, Valentino The lawsuit was filed to stop the lease on its boutique on Fifth Avenue In New York City, according to The Wall Street Journal. In August, Lord & Taylor declared bankruptcy He said the business would close its stores after 194 years.

A partnership with Amazon, its sales Increased 40% in the second quarter, It may be a saving grace for brands that want to block their e-commerce offerings amid the negative impact of COVID-19 on shopping. Amazon in May as well Teamed up with Vogue Creating a store for high quality designers like Derek Lam and Tabitha Simmons allows independent designers to float, with the goal of using online design.

For current prime members, here’s how to request access to Amazon’s Oscar de la Renta Luxury Store on your smartphone or computer: