After much speculation, Amazon is officially jumping into the luxury market, with the help of Oscar de la Renta.
As the pandemic accelerates dramatic change across the retail sector, the launch of Amazon’s invite-only Luxury Stores will change the high-end playing field at a time when department stores and traditional names are suffering. But it remains to be seen whether luxury customers will embrace expensive items on Amazon in the same way that they have basics.
No matter what, it’s a powerful, long-awaited move — and one that will get major attention. Oscar de la Renta will be the juggernaut’s first high-end shop. The storied American fashion house’s space will feature pre-fall and fall ’20 ready-to-wear, handbags, jewelry, accessories and a new perfume. Children’s styles will also roll out soon.
Moving into the rest of 2020 and beyond, Amazon said the retail concept will feature both established and emerging fashion