Is High Fashion Moving from On-site to On-line?

Oscar de la Renta

Is High Fashion Moving from On-site to On-line? In September Amazon tried to enter the luxury market by creating its “Luxury Stores”.  This site is available only in the US and is by invitation only to Prime subscribers. They have started with only one brand, Oscar de la Renta, and are finding resistance from the brands that have stores on Avenue Montaigne in Paris. The largest luxury purveyors ( LVMH, Kering, and Hermes) do not want to go online as they believe this will aid counterfeiters.

However, Amazon Luxury Stores offerings are growing with the addition of clothing from La Perla, Joseph Altuzarra, and Roland Mouret plus high-end beauty products from Cle de Peau.

It’s too early to judge if the money, retail insight, and large customer base will be enough to tempt other labels to enter online Luxury Stores. There will have to be many more brands and items available to give Amazon’s foray a satisfactory level of sales and profits. Stay tuned!