In this era of Digital ‘everything’, luxury brands are having to go beyond their traditional brick and mortar models and create a high-end quality experience online. However, maintaining their e-commerce sites is not enough to compete with the ‘retail’ overload on the web where consumers now have access to so many more options. One of the biggest marketplaces that has been frowned upon by many luxury brands is now attempting to lure them in. Yes, this marketplace is Amazon. Amazon’s model of offering a massive selection of products and ‘lower’ prices doesn’t align well with luxury brands who offer limited selection of products and ‘higher’ non-discounted prices. However, with the introduction of Amazon’s ‘Luxury Stores’, luxury brands will now have another platform to sell their products while maintaining control of inventory, prices, and the customer experience. On top of it all, brands get access to Amazon’s vast customer base which means more exposure (aka marketing). This will give brands a lot to think about...Will Amazon ruin or strengthen brand equity and DNA?
https://www.theverge.com/2020/9/15/21437639/amazon-luxury-stores-launch-high-end-fashion-retail-brands-oscar-de-la-renta
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