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Amazon Fashion to bring its Luxury Stores at Amazon to Europe

Amazon Fashion: adding luxury store in Europe (Image: Amazon Fashion/Facebook)

Amazon is bringing its Luxury Stores at Amazon concept to shoppers in the UK, Germany, France, Italy and Spain as it looks to tap into the growing market for online luxury apparel.

Launched in the US in 2020 with Oscar de la Renta, Luxury Stores at Amazon offers shoppers a platform to buy ready-to-wear luxury fashion through an enhanced UX-led interface within Amazon. Designers already signed up include Christopher Kane, Dundas, Elie Saab, Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen, and Altuzarra. More are to be added through the year, says Amazon.

These brands will sell directly to consumers, making their own decisions on pricing, inventory and selection, with Amazon providing the tools and technology to create a personalised experience for the shopper. It will also provide fulfilment where needed.

Xavier Flamand, vice president of Amazon Seller Services, said in a statement: “Brands within Luxury Stores at Amazon are able to speak authentically about their collections to our customers, empowering customers to define luxury for themselves. Amazon focuses on providing brands and designers with innovative resources including motion graphics and enhanced auto play imagery, to further share their stories and connect to a fashion-engaged customer base.”

Ruth Diaz, vice president of Amazon Fashion Europe, added: “We’re delighted to be offering more choice to our European customers with the launch of Luxury Stores at Amazon, where they can browse an inspiring range of luxury styles for all occasions, from established designers such as Elie Saab to emerging brands like Mira Mikati.

She continues: “Fashion is an area where we continue to innovate and add selection, and we’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favourite brands and styles. This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”

Recent research by RetailX in its Global Luxury Sector report 2022, finds that the luxury fashion market was worth $110.64bn in 2020 and is growing at around 5.56% CAGR. Much of this growth has come from the rising number of high net-worth individuals worldwide and the growing popularity of luxury brands and one-off statement items among maturing millennials and some older Gen Z shoppers.

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