As a global marketplace, Amazon had identified a gap in providing a selection of verified luxury goods that customers typically buy from other retailers. The limited luxury fashion and beauty selection was offered mainly through unauthorized re-sellers at the time.
At the time, luxury was a large and growing segment in which Amazon did not participate. According to Bain, global luxury fashion and beauty sales were $264B in 2016, and are estimated to grow to $319B by 2025. Historically, Amazon had struggled to gain distribution in the luxury fashion and beauty segment preventing them from participating.
Design an elevated luxury shopping destination featuring the most prestigious brands and retailers, selling authentic product sourced from verified sellers and brands, in a curated and immersive store experience within and fulfilled by Amazon.
The walled-garden concept within the Amazon shopping app allowed the experience to utilize many of the functions and features relevant to the customers Amazon account and fulfillment, without degrading the luxury space by being lumped into the general marketplace. The vision was meant to instill trust in the customer with verified brands and designers, while truly empowering the brands to utilize the space to showcase their collections. The design mimicked a clean, open art gallery or museum space that allowed the pieces to pop. Each designer and/or brand was offered a dedicated space where they could both set a mood, and to tell their brand or featured collection story (a la artist statement). All of this partnered with the innovative ML features and functions that that the fashion space is exploring that makes shopping for fashion online much easier, convenient and fun.
Vogue magazine notes that Amazon is excited about creating an elevated and inspiring customer experience, while also infusing innovative technology to make shopping easier and more delightful.
