What’s next: Jeff Bezos on the cover of Vogue?
Amazon, a go-to for diapers and e-books, has launched a luxury fashion division that will sell a collection by the Oscar de la Renta label, whose founder famously dressed first ladies including Jacqueline Kennedy, Nancy Reagan and Hillary Clinton, the online retailer announced on Tuesday.
Luxury Stores at Amazon will first be offered by invitation only to “eligible” Prime members, the company said. Others who have not been invited can request an invitation to be “added to the wait list,” according to the web site.
Amazon said more designers, including menswear, will be added, but it didn’t mention names. It said the luxury stores will sell “well established” and “sought after emerging luxury brands.” All of the merchandise is sold directly by the designers through shop-in-shops, and are “guaranteed to be authentic,” according to the web site.
Luxury fashion designers have been among the last to join the stampede to online shopping– a trend that has only increased with the pandemic. Until now, top brands have largely eschewed e-commerce altogether for fear that it cheapens the exclusivity of its merchandise and the overall shopping experience, industry experts say.
Amazon’s fashion offerings, meanwhile, have been focused mostly on everyday and affordable apparel.
“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.
Oscar de la Renta is now run by the late designer’s son-in-law, Alex Bolen, who said in a statement, “Oscar de la Renta is thrilled to partner with Amazon for the launch of Luxury Stores. As a global leader in retail, Amazon has a relentless focus on improving the customer experience through constant innovation, utilizing technology and customer feedback.”