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The platform now also offers luxury fashion brands to customers from Germany, Great Britain, France, Italy and Spain at Amazon.de/Luxurystores. But the really big names are missing.

Since 2020, there have been “luxury stores” in the US market, with which Amazon Fashion is trying to open up the luxury fashion market. Now the concept has arrived in Europe: Since yesterday you can also buy high-end fashion brands on Amazon in Germany, France, Great Britain, Italy and Spain.

Eight designer brands are currently on board, including the Norwegian designer Dundas, the New York brand Jonathan Cohen and the relatively young British brand Mira Mikati. However, there aren’t really any big names in the previous line-up.

Sellers are not allowed to play

The collections are sold directly by the participating brands and designers, and the brands themselves decide on their stock, assortment and pricing. Amazon also gives the brands great freedom in staging their products: “With ‘Luxury Stores at Amazon’, the brands can present their collections authentically and thus inspire our customers to define luxury for themselves,” says Xavier Flamand, Vice President of Amazon Seller Services. “Amazon is giving brands and designers innovative resources like animated graphics and optimized autoplay images to better tell their stories and compellingly appeal to a fashion-conscious clientele.”

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Marketplace dealers are not involved in the Luxury Stores.

New ways of marketing

When it comes to marketing, Amazon is trying new avenues: “Luxury Stores at Amazon” starts in Europe with a high-quality photographed and styled “out-of-the-box” campaign, in which the optically very different top models Kristen McMenamy, Precious Lee, Leon Dame and Dara can be seen. The launch is also accompanied by influencer campaigns on Instagram and content marketing campaigns, including with Vogue.de.

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Amazon sees the launch of the luxury stores in Europe as the starting point; the range of brands is to be gradually expanded. High-quality cosmetic products are also to be added in the future.

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Amazon has been trying to break into the luxury fashion market for years, with limited success so far. The luxury stores in the USA have also developed rather sluggishly since the start. Around 50 brands are currently available in American luxury stores, around half of which are beauty brands. The really big names of the international high fashion scene are still missing.



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