Amazon is apparently heading full speed ahead of plans for a platform for a luxury brand. The latest campaign is scheduled to commence in conjunction with the September show season, according to WWD, which will open with 12 ready-to – wear which accessories brands from the USA and Europe.
The website is part of Jeff Bezos’ attempt to push Amazon into the apparel industry and it sounds like the plan is to wind up with a few more zeros taking their current marketplace concept and whack. Exact specifics are still unknown as Amazon declines to comment on the initiative, however according to collated speculation, the brands involved are higher-end than those taped for Common Threads: Vogue x Amazon Fashion (a collaboration sponsored by the Council of Fashion Designers of America to support artists with sales during the pandemic)—a roster that included Thakoon and Derek Lam.
Reportedly, marketers will have complete control of how their digital shops look and how priced their products are. Unfortunately, they have no influence over the name Amazon Fashion, which sounds more like a convenience shop down the iffy end of Oxford Street, let’s be truthful, than a spot you ‘d go to buy premium clothes. Hopefully Amazon’s projected $100 million will set aside for a digital PR initiative that will encourage a better mental image. This campaign is said to include TV, film, and “streaming projects,” which could mean that Amazon Originals material will become shoppable in the future — a concept that is definitely pretty awesome (imagine buying Fleabag ‘s hot priest suit when he’s thirsting for it on video, for example).
What’s more, it appears like Amazon is constructing a massive warehouse in Arizona to handle sales; the brands will also have access to their fast distribution service. Amazon is also said to be partnering on a “sustainable project” with London Fashion Week designers. It’s not sure if that’s related to the introduction of this program, but it’s one to hold on your radar regardless, because watching the companies demonstrate sustainability while those empires are based on the exact opposite, will make for fascinating viewing.