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Amazon launches first online ‘Luxury Store’ with Oscar de la Renta

  • Amazon is teaming up with Oscar de la Renta to launch “Luxury Stores,” a series of high-end fashion stores backed by the e-commerce giant.
  • Only “qualified premier members” who receive an invitation have access to the storefront.
  • The announcement is a big step for the online retailer that has seen it expand its fashion offerings.
  • Bricks and mortar have been devastated by the economic effects of the COVID-19 pandemic, while Amazon saw a 40% increase in year-on-year sales in the second quarter.
  • Visit the Business Insider website for more stories.

Amazon is teaming up with fashion house Oscar de la Renta to launch the first of its online “Luxury Stores”

; that is invitation only. The initiative, which will announce additional partnerships in the coming weeks and months, will have strong fashion brands designing custom stores within Amazon’s marketplace.

The Oscar de la Renta store features 360-degree viewing features that allow customers to see all the details of a garment before buying, and access to the Oscar de la Renta Fall / Winter 2020 collection, which is currently only available at the designer’s stores and website according to an Amazon press release.

But while anyone can visit a store or Oscar de la Renta’s website, the Amazon luxury store has an extra layer of exclusivity. Amazon only sends invitations to “qualified premier members,” the company says. While premieres can request access to the store online, Amazon declined to reveal how long they will spend on the waiting list, or how many people are already busy.

Tuesday’s announcement is a big step for the online retailer, which has long sought access to the $ 300 billion global luxury market and has made previous strikes in the fashion industry. Since Christine Beauchamp was hired as Amazon’s head of fashion, the online retail giant has also created the Prime Wardrobe, a “try before you buy” feature on Prime, and briefly offered Echo Look, a smart camera that delivered fashion design (Echo Look was discontinued in July according to the margin.)

The move comes at a time when bricks and mortar are going out of fashion. In June, Valentino sued to terminate his lease at his store on Fifth Avenue in New York City, according to The Wall Street Journal. And in August, Lord & Taylor declared bankruptcy and said it was closing its stores after 194 years in business.

A partnership with Amazon, whose sales rose 40% in the second quarter, could be a saving grace for brands looking to increase their e-commerce offer amid COVID-19’s negative impact on shopping. In May, Amazon also teamed up with Vogue to create a storefront for high-end designers like Derek Lam and Tabitha Simmons with the stated goal of using online sales to help independent designers stay afloat.

For existing Prime members, see how to request access to Amazon’s Oscar de la Renta Luxury Store on your smartphone or computer:

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