Amazon to launch luxury fashion e-commerce

Monday, 03 December 2012
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.

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