Amazon rolls out an in-app luxury storefront, as it targets upscale consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2020, 8:51 AM UTC

The ecommerce giant has collaborated with Vogue and Common Threads to help consumers connect with designers.

With COVID-19 impacting retail distribution of luxury brands, Amazon has launched an in-app storefront with luxury brand Oscar de la Renta. The in-app store will provide the brands (Oscar de la Renta) with merchandising tools to personalise content as per their company statement.

To maintain exclusivity for consumers, only US Prime members will have access to the in-app storefront. However, Amazon is trying to imitate the high-touch experience of luxury retail by providing digital features like 360-degree product view.

While Amazon previously led a luxury program with brand tags, Christine Beauchamp, Amazon, says the company was “inspired by feedback from Prime members”. Sucharita Kodali, Forrester, notes that there are plenty of wealthy consumers who are still buying luxury brands.

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