- Amazon is reportedly driving its first significant phase into the high end fashion space, according to WWD.
- The web based retailer has been slowly developing its focus focus on trend over the past few years.
- Business Insider earlier reported Amazon teamed up with Vogue for an internet store showcasing independent designers.
- The 12 brands reportedly joining the brand new wedge are actually said to be higher end than those involved with the earlier Vogue x Amazon initiative.
Amazon is forging forward with plans for a luxury brand wedge, with the first of a dozen international accessories as well as ready-to-wear product labels opening shops on the site as fashion show season kicks off in September, WWD has learned.
The product labels, which hail from Europe and the U.S., will manage the own concessions of theirs on the site with a business model that is additional not unlike the Farfetch marketplace than Net-a-porter or Matchesfashion.
The makes partnering with Amazon will also have access to centralized warehousing in the U.S., operated by Amazon, as well as be in a position to lean on the tech giant’s vast shipping and delivery network.
The wedge will be launched in the U.S. initially, and Amazon has been operating directly with the brands’ U.S. workplaces and subsidiaries. Dany Keirouz, head of companies relations as well as development at Amazon Fashion, is known to be heading up the task, according to a market place supply.
Asked about the wedge, an Amazon spokeswoman said the business “can’t comment on rumors or perhaps speculation.” Keirouz didn’t get back a request for comment.
As WWD claimed in January, Amazon planned to unveil the concessions-based deluxe platform in the spring season, but because of the coronavirus quarantines, the launch was pushed to September.
Amazon is actually known to be providing the models entire command with the appearance and feel of the virtual stores of theirs, making it possible for them to market pretty much as they please, control when or even in case they go on markdown, plus – crucially – leverage Amazon’s speedy delivery and customer support platform.
As reported, sources mentioned a sprawling factory is being built in Arizona to accommodate the wedge, while a $100 million marketing campaign is in the works.
According to numerous sources, Amazon also programs to work with these brands on tv, movie & streaming projects going forward.
The twelve launch brands are noted to be higher-end compared to those active in the Common Threads: Vogue x Amazon Fashion initiative supported by the Council of Fashion Designers of America.
The Common Threads/Amazon Fashion project was formed specifically to boost designers’ sales during the pandemic. People participating in that program include Anna Sui, Thakoon, Tabitha Simmons, Derek Lam and Batsheva .
Even though the 2 projects are separate, the two are part of Amazon’s wider force into fashion and luxury .
Amazon is perceived to be dealing with a range of London Fashion Week designers on an alternate, sustainability related, business task that will be explained next month ahead of the shows.
Since 2012, Amazon has put way at the top of the agenda, shifting from just one method to the next looking for an opening, testing and iterating, purchasing organizations, launching makes, mashing up forms and fashion, moving in front with some while abandoning others.
In Europe, however, it’s greeted with resistance – at the very least on the luxury conclusion.
Close to two years back, as reported by sources of energy, Amazon advised that multibrand merchants set up online shops to advertise designer and luxury goods, although the thought never emerged to fruition.