We used to think wedding dress shopping online was a gamechanger but it turns out that was only the beginning. Amazon just announced the e-commerce site is getting into the luxury fashion business, which is code for you can now buy your wedding gown on Amazon (we don't blame you for not containing your excitement!).
After much anticipation, the global retailer launched Luxury Stores today (Sept. 15), a mobile marketplace where Amazon customers can shop high-end fashion and beauty brands. The company kicked off the new venture with Oscar de la Renta—the first and only label available to shop as of now. In the coming weeks, more sought-after brands (including ready-to-wear, accessories, and beauty) are expected to make their way onto the platform.
“We’re excited about creating an elevated and inspiring customer experience, while also infusing innovative technology to make shopping easier and more delightful, "Christine Beauchamp, president of Amazon Fashion, told Vogue. “We really believe this is an opportunity to partner with luxury brands who are seeking tools and a synergistic environment to bring luxury shopping into the future."
For Oscar de la Renta, partnering with Amazon was an easy choice. “I would guess that somewhere near 100% of our existing customers are on Amazon and a huge percentage of those are Prime members,” said Oscar de la Renta CEO Alex Bolen, per Vogue. “So they’re already in that environment. For me to get more mindshare with existing customers in addition to getting new customers—that’s the name of the game. We want to be able to talk to her wherever she’s comfortable shopping. This idea that you don’t want to speak to a customer where she’s spending a lot of her time is a mistake.”
There is one catch, however, Luxury Stores is by invitation-only to eligible Prime members and exclusively sold on the Amazon app. The bright side? You can still request an invitation for exclusive access here (upon approval, you'll receive a welcome email).
And while Amazon won't reveal its upcoming brand partners, based on the retailer's connection with Oscar de la Renta we predict there will be plenty of white gowns for brides to choose from soon.