Amazon Luxury Stores launch with Oscar de la Renta

By Chris Dawson September 15, 2020 - 2:00 pm

The long awaited Amazon Luxury Stores launched today on, as a new shopping experience offering both established and emerging luxury fashion and beauty brands. However, today there is just one launch partner – American fashion house, Oscar de la Renta who opens the very first of the Amazon Luxury Stores, featuring their Pre-Fall and Fall/Winter 2020 collections.

Expect to find Oscar de la Renta offering inclusive of ready-to-wear, handbags, jewelry, accessories, and a new perfume, with childrenswear coming soon. More brands will launch within Luxury Stores in the coming weeks and seasons.

However there is a kicker, the Amazon Luxury Stores aren’t open to all shoppers as they are available in the Amazon app by invitation only. Those invited will currently be eligible US Prime members. If you are a Prime member based in the UK and and didn’t get an invite you can request entry here.

Those allowed in can browse exclusive styles from Oscar de la Renta throughout the season, including select ready-to-wear and a new perfume. In addition, they can receive early access to the Fall/Winter 2020 collection, which is currently only available in Oscar de la Renta’s boutiques and website.

It might sound counter-intuitive to restrict access to the new Amazon Luxury Stores, but there’s nothing like being told you can’t have something to make you want it. If you generally wear clothes designed for men then there’s good news, there isn’t any menswear yet, but for those in the market for ladies clothing then the privilege of being able to shop today will only be available to you if you’ve stumped up for membership of Amazon Prime.

“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. 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.”
– Alex Bolen, CEO, Oscar de la Renta

Luxury Stores combines the convenience customers have come to know and love from Amazon with innovative technology like “View in 360.” This interactive feature will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualize fit, and making shopping for luxury easier and more engaging. With collections sold directly from the participating brands as a ‘store within a store’ experience, brands independently make decisions regarding their inventory, selection, and pricing – and Amazon offers the 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 through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.

“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. We are excited to offer luxury brands the services and technology to build an 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.”
– Christine Beauchamp, President, Amazon Fashion

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