.amazon is launching its Luxury Stores experience. Here are all the details.
is the first and only label to open a shop-in-shop today, though more established and emerging ready-to-wear, accessories, and beauty brands are expected to join the new platform in the weeks to come. Christine Beauchamp, President of Amazon Fashion, tells, “We’re excited about creating an elevated and inspiring customer experience, while also infusing innovative technology to make shopping easier and more delightful.
For the record, Amazon has 100 million Prime members, but the company is banking on more than just its prodigious size. It’s operating Luxury Stores as a concessions-based platform, and giving brands more power and freedom than they tend to enjoy in a traditional department store relationship or on one of the premiere luxury e-commerce sites.
Bolen explains the challenges of online shopping for a ready-to-wear brand. “For us,” he says, “one of the huge frustrations of digital is return rate. The return rate in our brick-and-mortar stores is low single digits on a bad day. Online, it’s almost 30%. If digital becomes an increasing part of our business, and the smart guys say it could reach 30%, 40%, that has huge implications. It means I need to have much more inventory, many more people dealing with returns.
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