Amazon is to challenge luxury e-commerce retailers such as Net-A-Porter with a move into high end fashion.The online retail giant will this week launch a section on its website called the Premium Store, selling labels such as McQ, Vivienne Westwood and 7 For All Mankind.
Initially only womenswear will be available, but the retailer plans an eventual move into men’s fashion, too. While many wonder if Amazon can make itself a go-to destination for luxury items, the company is hoping wide array of customers will be stimulated by its move into more upmarket territory.
Up until now, Amazon has been the consumer favourite for books, electronics and beauty products. The company appointed Cathy Beaudoin, who previously set up Gap's Piperlime retail site, to help it compete against sites such as Net-a-Porter and MyWardrobe.com.
Beaudoin stated Amazon's fashion offerings won't be about discount product, and according to the Guardian she is in talks with brands such as Gucci, Prada and Burberry. Companies with a strong brand image that are nointerested in bargain basement retailing.
Online retail successes like net-a-porter.com mywardrobe.com and asos.com work because they have specialised in fashion, and their sites can be shopped in a way that works for clothing, with extra editorial content increasingly making the online experience more interesting.