RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • Newsletter
  • Contact & Route
Members' area
  • Log in
  • Become a member
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • Events
    • OVERVIEW EVENTS
    • EVENT PARTNERSHIPS
  • Advertising
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
  • Members’ area
RetailDetail EU
Europe - EN
  • België - NL
  • Belgique - FR
  • Nederland - NL
  • Europe - EN
  • Newsletter
  • Contact & Route
  • News
    • Food
    • Fashion
    • Home
    • Electronics
    • Beauty/Care
    • DIY/Garden
    • Leisure
    • General
  • Events
    • OVERVIEW EVENTS
    • EVENT PARTNERSHIPS
  • Advertising
    • PRINT ADVERTISING
    • ONLINE ADVERTISING
  • Members’ area
Members' area
  • Log in
  • Become a member
thumb
Written by Jorg Snoeck
In this article
Share article
  • facebook
  • instagram
  • twitter
  • linkedin
  • email

Amazon luxury platform launched with Oscar de la Renta

icon
Fashion17 September, 2020

Amazon has launched an online luxury department store, even if only with a single partner: Oscar de la Renta is the first to open a shop-in-shop at the new Luxury Stores platform. More brands will follow in the coming weeks.

 

Separate shopping experience

Since this week, Oscar de la Renta has its own ‘Luxury Store’ in Amazon’s mobile app in the United States. The fashion label is the first partner in the online giant’s new project, where luxury brands can get a separate shopping environment on the platform. More ready-to-wear, accessory and beauty brands are expected in the coming weeks, says Vogue.
 

The webshops distinguish themselves from the rest of the marketplace with a separate look and feel. Amazon customers expressed their desire for a separate, more compelling experience in the luxury segment, says the retail giant. Not only do they want to understand the product itself, they also want to experience the story and craftsmanship behind the brand.
 

In the brand stores, customers can therefore discover videos and other content, such as an exclusive video clip made jointly by Amazon and Oscar de la Renta before the launch. Top model Cara Delevingne plays the leading role in the campaign. The most striking innovation, however, is the interactive 360-degree function, which allows customers to view a garment in any available size on a virtual model. This is how De la Renta wants to solve problems with fits and sizes.
 

Already on Amazon

Currently, only the 150 million or so Prime-members get an invitation to access Luxury Stores, but for De la Renta, Amazon’s large loyal customer base has been a critical element to join: “I think almost 100% of our existing customers are on Amazon and a huge percentage of them are Prime-members,” says CEO Alex Bolen, who wants to reach his customers where they already shop anyway. The choice for a mobile launch was prompted by the fact that Amazon customers have ordered more than a billion fashion items via their mobile device in the past year.
 

In addition to its reach and customer knowledge, Amazon also wants to convince luxury labels by giving them a lot of freedom. Luxury Stores is a concession model that lets labels choose which range, which prices and even which customer service will be offered. The new platform does not publish customer reviews either. Moreover, participating brands can but don’t have to rely on Amazon’s warehouses, even though being able to outsource the entire return issue is an asset according to Bolen.

More on Fashion
See more
  • icon
    Fashion8 May, 2025
    Outlet retailer Cameleon declared bankrupt

    Brussels-based outlet retailer Cameleon has been declared bankrupt, after more than thirty years in business. 46 employees will lose their jobs.

  • icon
    Fashion7 May, 2025
    Zalando enters Luxembourg market with dedicated webshop and app

    Zalando has officially opened its digital doors in Luxembourg with the launch of a dedicated local webshop and app. In doing so, the German e-commerce giant is expanding its presence to the whole Benelux region.

  • icon
    Fashion6 May, 2025
    Hugo Boss suffers from gloomy customers

    Gloomy consumers pushed Hugo Boss turnover and profit down in the past quarter. The fashion chain responds by cutting costs and optimising purchasing.

Events
  • 19
    Jun
    CATEGORY MANAGEMENT CONGRESS 2025
  • 17
    Sep
    CAPTAINS OF RETAIL 2025 – EDITION II
Most read
  • icon
    Fashion7 May, 2025
    Zalando enters Luxembourg market with dedicated webshop and app
  • icon
    Fashion6 May, 2025
    Zalando confirms forecasts after excellent first quarter
  • icon
    Fashion5 May, 2025
    Zara plans world’s biggest store in Antwerp
  • icon
    Food18 April, 2025
    Huge ransomware blackmail at Ahold Delhaize
Follow RetailDetail
  • socialFacebook
  • socialTwitter
  • socialInstagram
  • sociallinkedIn
footer-logo
RetailDetail, the leading b2b-retailcommunity in the Benelux, keeps retail professionals up-to-date by means of online & offline publications, retail events, inspiring retail hunts and the unique co-creation platform retailhub, where retailers and their suppliers can experience the future of shopping.
RetailDetail Mailing Address:
Kolveniersstraat 7, bus 26 2000 Antwerp
Visiting address:
Stadsfeestzaal – Meir 78 2000 Antwerp
How to reach us:
Directions
© 2025 RetailDetail
general conditions | privacy policy
Contact us About us info@retaildetail.be
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies.
Accept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the ...
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT