After nearly a decade of strategizing, iterating — and false starts — 2020 looks to be the year Amazon steps onto the runway, and into the luxury fashion limelight.
According to industry sources, the retail giant is preparing to launch a luxury proposition in the first half, a digital shopping platform with big-name brands operating concessions similar to those in high-end specialty stores. A spokeswoman for Amazon said she couldn’t “comment on rumors or speculation.”
Sources said the platform will be available in the U.S. only, for now, with plans to roll out internationally.
It is understood Amazon has been inviting brands to join the platform, and it is working with about 12. They will be introduced one by one.
According to sources, Amazon had contacted brands owned by luxury giant LVMH Moët Hennessy Louis Vuitton, and was rebuffed.
The French group, which controls mega names such as Louis Vuitton and Dior, and smaller ones including Emilio Pucci and Nicholas Kirkwood, operates its own online retailer, 24 Sèvres. That site sells many LVMH-owned labels that don’t have a wide e-commerce presence.
With the new platform, the web giant is understood to be taking a different approach, giving the brands full control over the look and feel of