Through time, many luxury brands declined Amazon to sell their luxury products, since Amazon is a vast Internet-based enterprise that sells books, music, movies, and housewares - shortly anything one is looking for. However, Amazon has been making some moves to create a place for the label in Luxury, from offering a seamless online experience for exclusive users with newly added high-end brands in its portfolio, to collaborating with second-hand luxury sellers.
Launch of Amazon Luxury Stores During Pandemic
When the luxury fashion industry was struggling with the pandemic, Amazon decided to enter the online luxury market. On September 15, 2020, Luxury Stores made their debut. Available in the Amazon App by invitation only, Luxury Stores combines the convenience customers have come to know and love about Amazon with innovative technology like “view in 360” and a seamless online customer experience.
The advantages of Amazon's Luxury Stores are crucial for reviving an industry that has taken a significant financial and emotional hit. It only offers a small selection of brands, including Oscar De La Renta, Roland Mouret, La Perla, Clé de Peau, and Altuzarra. According to analysts, Amazon's management of the new premium shopping destination will draw in more upscale, exclusive companies.
Amazon Fashion Expanding to Europe
Following that, on June 8, 2022, Amazon Fashion announced the expansion of Luxury Stores to European customers in UK, Germany, France, Italy and Spain.
“We’re delighted to be offering more choice to our European customers with the launch of Luxury Stores at Amazon, where they can browse an inspiring range of luxury styles for all occasions, from established designers such as Elie Saab to emerging brands like Mira Mikati,” said Ruth Diaz, VP Amazon Fashion Europe. “Fashion is an area where we continue to innovate and add selection. We’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favorite brands and styles. This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”
Partnership with What Goes Around Comes Around
On the other hand, Amazon recently collaborated with What Goes Around Comes Around, which is a famous authorized secondhand seller, based in New York, and its goal is to create a sustainable environment where the finest collections, used luxury items and vintage pieces can find new homes.
From now on, we can find Louis Vuitton, Chanel, and Hermès bags on Amazon.
Both parties involved will benefit from the maneuver. It increases the client portfolio of What Goes Around Comes Around significantly. But it also provides Amazon with the products it has been wanting to sell for years, as well as a partner who is in charge of certifying used premium goods for years.
Amazon Fashion president Müge Erdirik Doğan said of the partnership: “We continuously expand our product offering. Our customers, especially Millennial and Gen-Z customers, have been sharing their interest in vintage and pre-loved luxury. We are excited to bring Amazon’s joyful shopping experience, convenience, and fast shipping to pre-loved luxury product shopping.”
For people who have worn vintage clothing for decades, seeing WGACA described on Amazon's website as "The finest luxury vintage" is surprising. It can be said that it paves the way for people who wants to have secondhand items, and now they can reach what they have been looking for easily.
What’s Next?
The question is, should luxury items be this accessible? Does easier access to luxury goods change a brand’s luxury image? In other words, does selling on Amazon diminish a brand’s luxury stature?
The traditional concept of luxury is something exclusive and rare. According to Professor Kapferer - The French branding expert, a luxury brand in its classic sense is “an inessential, desirable item that is expensive or difficult to obtain.”
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