5th Avenue Prime

Calling all Amazon shoppers… Or at least the Expect nothing less for Amazon’s finest customones who are in the market for a $3,000 dress. ers. Amazon wants its luxury customers to view “The address for the world’s most sought-after their clothes with the best experience possible. fashion and beauty brands is in the palm of your Although this technology is incredibly innovative hand,” says Amazon. Early September 2020, Am- and does create an ideal shopping experience, it azon launched its Luxury Store with the notorious is only being used for the Luxury Stores. fashion house, Oscar De la Renta. More brands Looking at the world of 2020 the “store within were launched in weeks following the first drop a store” concept is valuable since it would reduce and there are more to come. the need for an in-person store experience. During

The Am- the Coro5th Avenue Primeazon Luxury partnership is meant to Article by: Anna Gaylord Sketch by: Grace McCarty navirus pandemic, we saw big reach a depart wider ar- m e n t ray of cus- stores like tomers. The Luxury Lord & Taylor close. Stores break part of As a haute couture the exclusivity around gown was not the first the name brands Am- thing in everyone’s azon is planning to online shopping cart work with. You can while the world was buy anything on Am- shut down, it was azon, why not give cunning of luxury buyers the ability to brands to create purchase an Oscar this partnership with De La Renta dress Amazon when they along with their did. It gives the colphone chargers, laborating brands a beauty products, or much wider reach of books? customers in a time

However, keeping they needed it most. with their ever so Oscar De La Renta posh and luxe rep- CEO, Alex Bolen, utation, only select told Vogue it just Amazon Prime mem- made sense to reach bers in the United customers where they States will be invited already were: Amato shop the collections. These chosen members are zon. Amazon’s more affluent customers. If you are not If other brands follow in Oscar De La Renta’s part of that group but want the in, you can request footsteps with this ingenious partnership, the fuan invitation and be added to the waitlist. ture of fashion might look like your average Am-

The velvet ropes of exclusivity continue as these azon purchase. But does having Luxury fashion “elite” Amazon Prime members can only shop brands on Amazon represent just how dependent Luxury Stores on the mobile app. The app allows we are becoming on Amazon? Why go to multithe customer the option to display the garment in ple stores at all when you can buy anything and interactive 360-degree detail. The purpose of this everything in one place? Besides being a bookis to create the “store within a store” experience. store, grocery store, streaming service and so 17 much more, Amazon is also the new 5th Avenue.