Dive Brief:
- Saks Fifth Avenue has launched a multi-brand luxury storefront on Amazon Fashion, according to a Tuesday press release.
- The new shopping section is called Luxury Stores at Amazon. It features a selection of merchandise curated by Saks Fifth Avenue, including women’s and men’s ready-to-wear, beauty, shoes, handbags and accessories.
- Merchandise is available through Amazon’s app and website. The launch is accompanied by specially designed digital displays inspired by the windows of the Saks Fifth Avenue New York flagship. Free shipping is available to U.S. customers.
Dive Insight:
Amazon has been trying to break into luxury fashion since at least 2020, but for the most part, the e-commerce giant has struggled to connect with clothes-conscious consumers. Even Amazon Haul, the company’s fast fashion offering launched last year, has so far failed to bring in the same level of customer excitement as competitors such as Shein and Temu.
With this new venture, Amazon may have found a partner with enough name recognition to finally capture elite online shoppers.
Jenny Freshwater, vice president of Amazon Fashion, Fitness and Creators, said in the release that Amazon customers want to shop more high-end brands.
“This collaboration with Saks furthers Amazon’s commitment to supporting the luxury industry and increasing our assortment for customers, while maintaining an elevated shopping experience that meets the varying tastes of our diverse customer base,” said Freshwater, who took over Amazon’s Fashion and Fitness division in 2023.
Initial brands in the storefront include Dolce&Gabbana, Balmain, Etro, Stella McCartney, Giambattista Valli, Erdem, Fear of God, Jason Wu Collection, Rosetta Getty, Johanna Ortiz, Chantecaille and La Prairie, per the release. More labels will be added following the launch, although the release did not specify additional brand names.
“This collaboration underscores Saks Fifth Avenue’s reputation as a leader in luxury curation, as well as our commitment to reinventing luxury shopping so that each customer’s experience is unmistakably their own,” Emily Essner, president and chief commercial officer at Saks Global, said in the release. “We are delighted to collaborate with an incredible group of forward-thinking brand partners for launch, and we look forward to expanding selection with additional brands as we evolve the experience.”
An editorial campaign accompanying the launch was directed by Max Siedentopf, and the online storefront is also being promoted via a window installation at the Saks Fifth Avenue New York flagship store.
Saks Global, parent company of Saks Fifth Avenue and Saks Off Fifth, completed its acquisition of the Neiman Marcus Group, which includes Bergdorf Goodman, in January.
Following the close of the deal, Saks Global announced multiple rounds of layoffs, including job eliminations resulting from the closure of a fulfillment center earlier this month.
