We used to think of shopping for wedding dresses online as a game-changer, but it turns out that was just the start. Amazon just announced that the e-commerce site is entering the luxury fashion business, which now allows you to shop your wedding dress on Amazon (we don’t blame you for not containing your excitement! ).
After much anticipation, the global retailer today (September 15) launched luxury stores, a mobile marketplace where Amazon customers can shop for high-end fashion and beauty brands. The company launched the new business with Oscar de la Rentathe the first and only label available at the store as of now. In the coming weeks, more sought-after brands (including ready-to-wear, accessories and beauty) are expected to appear on the platform.
I was excited to create a high and inspiring customer experience, while infusing innovative technology to make shopping easier and more enjoyable, ”said Christine Beauchamp, President of Amazon FashionVogue. We really believe this is an opportunity to partner with luxury brands that are looking for tools and a synergistic environment for luxury shopping in the future. ”
For Oscar de la Renta, partnering with Amazon was an easy choice. I’m assuming almost 100% of our existing customers are on Amazon and a huge percentage of them are Prime members, said Alex Bolen, CEO of Oscar de la Renta, by Vogue. They are therefore already in this environment. For me, having more spirit sharing with existing customers on top of getting new customers is the name of the game. We want to be able to talk to her wherever she shoppers. This idea that you don’t want to talk to a client where she spends a lot of time is wrong.
There’s a catch, however, luxury stores are invite-only for qualifying Prime members and sold exclusively on the Amazon app. The bright side? You can always request an invitation for exclusive access here (after approval you will receive a welcome email).
And while Amazon is not revealing its future brand partners, based on the retailer’s link to Oscar de la Renta, we expect there will soon be plenty of white dresses for brides to choose from.
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