Amazon Fashion has launched its Luxury Stores offer in Europe

Amazon Fashion expands Luxury Stores offer into Europe with a selection of high-end brands including Christopher Kane, Elie Saab and Dundas.

Amazon Fashion is now available to fashion enthusiasts of the shopping platform in the UK, Germany, France, Italy and Spain.

Announced in the U.S. in September, 2021, Amazon Luxury Stores is a new shopping experience offering both established and emerging luxury fashion and beauty brands. The luxe offer in Europe now includes Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen, and Altuzarra.

“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. Fashion is an area where we continue to innovate and add selection, and we’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favourite brands and styles.” – Ruth Diaz, who’s VP of Amazon Fashion Europe.

“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.”

The launch in Europe comes with a campaign shot by Angelo Pennetta, styled by Charlotte Collet, and featuring Kristen McMenamy, Precious Lee, Leon Dame, and Dara. It sees Amazon inviting customers “to get ready for an epic summer where individuality and self-expression are celebrated and luxury fashion is redefined”.

Luxury Stores combines the convenience customers have come to know and love from Amazon with innovative technology like “View in 360.” This interactive feature will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualize fit, and making shopping for luxury easier and more engaging. With collections sold directly from the participating brands as a ‘store within a store’ experience, brands independently make decisions regarding their inventory, selection, and pricing – and Amazon offers the merchandising tools for brands to create and personalize content in each of their unique brand voices. By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.

“We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favorite luxury brands in Amazon’s store,” said Christine Beauchamp, President of Amazon Fashion at the launch of the platform. “We are excited to offer luxury brands the services and technology to build an inspiring, elevated customer experience. It’s still Day One, and we look forward to growing Luxury Stores, innovating on behalf of our customers, and opening a new door for designers all over the world to access existing and new luxury customers.”

Amazon Fashion Introduces a More Convenient Way to Shop with Virtual Try-On for Shoes

Amazon Fashion also announced the launch of Virtual Try-On for Shoes, an interactive mobile experience that uses augmented reality to help customers visualize how a pair of shoes will look on themselves from every angle and to better inform purchasing decisions, from the comfort of their home or on the go.

Customers using the Amazon shopping app on iOS can use Virtual Try-On for Shoes to visualize thousands of sneaker styles. Once they select a shoe, customers can tap the “Virtual Try-On” button on the product detail page and point the camera on their mobile device at their feet to see how the shoes will look on. Customers can then move their feet to see how the shoe looks from every angle and use the carousel to easily swap colors of the same style without needing to exit the experience. Customers also have the option of taking a photo of their virtual try-on experience and sharing the image with friends on social media by clicking the “Share” icon.

“Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more delightful for customers,” said Muge Erdirik Dogan, president of Amazon Fashion. “We’re excited to introduce Virtual Try-On for Shoes, so customers can try on thousands of styles from brands they know and love at their convenience, wherever they are. We look forward to listening and learning from customer feedback as we continue to enhance the experience and expand to more brands and styles.”