Today, Amazon announced the launch of Luxury Stores, a new shopping experience offering both established and emerging luxury fashion and beauty brands. Iconic American fashion house, Oscar de la Renta, unveils the first store featuring its Pre-Fall and Fall/Winter 2020 collections, inclusive of ready-to-wear, handbags, jewelry, accessories, and a new perfume, with childrenswear coming soon. More brands will launch within Luxury Stores in the coming weeks and seasons.
Available in the Amazon app by invitation only, Luxury Stores combines the convenience customers have come to know and love from Amazon with innovative technology like “View in 360.” This interactive feature will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualize fit, and making shopping for luxury easier and more engaging. With collections sold directly from the participating brands as a ‘store within a store’ experience, brands independently make decisions regarding their inventory, selection, and pricing – and Amazon offers the merchandising tools for brands to create and personalize content in each of their unique brand voices. By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.
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Introducing @oscardelarenta to Luxury Stores at Amazon. Discover the Pre-Fall and Fall ’20 collections, which arrive with luxe trimmings, floral appliqués, and crystal embellishments, bringing a sense of enchantment to everyday favorites. Experience Luxury Stores, the next destination for luxury, exclusively through the latest version of the Amazon app. . . Video: @bunnykinney Styling: @jasonbolden Featuring: @caradelevingne #AmazonLuxuryStores
Currently available to eligible U.S. Prime members, invited shoppers can browse exclusive styles from Oscar de la Renta throughout the season, including select ready-to-wear and a new perfume. In addition, they can receive early access to the Fall/Winter 2020 collection, which is currently only available in Oscar de la Renta’s boutiques and website. To entertain and engage invited shoppers, Amazon and Oscar de la Renta collaborated on a launch video, starring Cara Delevingne, directed by Bunny Kinney, and styled by Jason Bolden, celebrating the imaginative intersection of fashion and technology.
Eligible U.S. Prime members are the first invited to experience Luxury Stores. Prime members that did not yet receive an invitation via email can request an invitation by visiting amazon.com/LuxuryStores. Over time, Luxury Stores will extend invitations to more shoppers.