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Amazon Launches Luxury Stores

Available in the Amazon App by Invitation Only

Amazon announced the launch of Luxury Stores, a new shopping experience on their app. The purpose is to offer both established and emerging luxury fashion and beauty brands. The iconic American fashion house, Oscar de la Renta, unveils the first store featuring its Pre-Fall and Fall/Winter 2020 collections. The collection entails inclusive of ready-to-wear, handbags, jewelry, accessories, and a new perfume, with childrenswear coming soon. As upcoming seasons approach, brands will launch within Luxury Stores in the coming weeks and seasons.

Available in the Amazon app by invitation only, Luxury Stores combines the convenience customers have come to know. Amazon doesn’t disappoint its customers with innovative technology like “View in 360”, showcasing their ability to keep customers indulged. This interactive feature will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail. By doing so, customers can better visualize fit, and making shopping for luxury easier and more engaging.

On the app, collections will be sold directly from the participating brands as a ‘store within a store’ experience. Brands independently make decisions regarding their inventory, selection, and pricing. Amazon offers merchandising tools for brands to create and personalize content in each of their unique brand voices. By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers. The customer engagement process includes immersive storytelling, including enhanced, auto-play imagery, and in-motion graphics.

Exclusive Luxury on Amazon

“We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favorite luxury brands in Amazon’s store,” said Christine Beauchamp, President of Amazon Fashion. “We are excited to offer luxury brands the services and technology to build inspiring, elevated customer experience. It’s still Day One, and we look forward to growing Luxury Stores”. “Innovating on behalf of our customers, and opening a new door for designers all over the world to access existing and new luxury customers”.

Currently available to eligible U.S. Prime members, invited shoppers can browse exclusive styles from Oscar de la Renta throughout the season, including select ready-to-wear and a new perfume. The service aims to entertain and engage shoppers through multiple methods. For example, Amazon and Oscar de la Renta collaborate on a launch video, starring Cara Delevingne. The video is directed by Bunny Kinney, and styled by Jason Bolden, celebrating the imaginative intersection of fashion and technology.

“Oscar de la Renta is thrilled to partner with Amazon for the launch of Luxury Stores,” stated Alex Bolen, CEO of Oscar de la Renta. “As a global leader in retail, Amazon has a relentless focus on improving the customer experience through constant innovation, utilizing technology and customer feedback. We admire Amazon’s customer-centric focus and look forward to telling our brand’s story in compelling and engaging ways to even more customers through the Luxury Stores experience.”

Eligible U.S. Prime members are the first invited to experience Luxury Stores. Prime members that did not yet receive an invitation via email can request an invitation by visiting Over time, Luxury Stores will extend invitations to more shoppers.

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