Amazon’s New ‘Luxury Stores’ Signals Shift In Brands’ Relationship With The Online Retail Giant


Forbes | September 15, 2020


Many luxury brands have rebuffed Amazon in the past because they want to have more control over the customer experience. But Alex Bolen, CEO of Oscar de la Renta, points out “This idea that you don’t want to speak to a customer where she’s spending a lot of her time is a mistake.”


Amazon launches its Luxury Stores experience, with Oscar de la Renta as the first brand to open a storefront. “Luxury Stores is currently offered in the U.S. by invitation only to eligible Prime members,” Amazon’s landing page says. Users can request an invitation to be added to the waitlist, making the whole experience feel more exclusive.


Vogue says that Amazon’s most impressive innovation is “an interactive 360-degree view feature that allows customers to visualize how select garments will look on various body types and skin tones, With multiple models for each dress size.” 


Oscar de la Renta’s Bolen says that online return rates can be almost 30%. If Amazon can solve this problem through an AI tool, the retailer will have apparel brands lining up around the block.  


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