Amazon is forging ahead with plans for a luxury brand platform, with the first of a dozen international accessories and ready-to-wear labels opening shops on the site as fashion show season kicks off in September, WWD has learned.
The platform will be launched in the U.S. initially, and Amazon has been working directly with the brands’ U.S. offices and subsidiaries. Dany Keirouz, head of brands relations and development at Amazon Fashion, is understood to be heading up the project, according to a market source. Amazon is understood to be giving the brands full control over the look and feel of their virtual stores, allowing them to sell as much as they please, control when or if they go on markdown, and — crucially — leverage Amazon’s speedy delivery and customer service platform.As reported, sources said a sprawling warehouse is being built in Arizona to accommodate the platform, while a $100 million marketing campaign is in the works.
The Common Threads/Amazon Fashion project was formed specifically to boost designers’ sales during the pandemic. Those taking part in that program include Anna Sui, Thakoon, Tabitha Simmons, Derek Lam and Batsheva.
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