AMAZON LAUNCHES A LUXURY FASHION SHOP IN EUROPE

June 10, 2022

Amazon has launched its Luxury Stores at Amazon division in the UK, France, Germany, Italy and Spain. The company will open a US version in 2020. Items available include four-figure Peter Dundas evening gowns and Christopher Kane slingback heels. Video shows models including Kristen McMenamy and Precious Lee posing in European villas.

Designer Dundas has had sales grow to up to 30% of his direct-to-consumer business. After a nervous start, where sales were mostly entry-point items such as face masks for £25 and activewear, in the past six months higher-priced pieces have taken over.

The luxury fashion brands are expected to offer free delivery and returns and are given the choice of distributing through their own warehouses or Amazon’s.

The digital age is here, and it’s going to stay, says chief digital officer of online retailer Amazon, John Portas. “Amazon will have enough logistics and insights to make sure that when you click on a brand, Amazon comes knocking first.”

So as Amazon expands, we are going to see a higher level of variety, which means bigger carts and more packages at our door. What do you think about Luxury brands now offering their products on Amazon?

Is it worth it? Could it benefit brand owners? What are your thoughts?