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Brief Published: 10 Dec 2012

Amazon Launches Premium Fashion


US e-tailer Amazon has added a womenswear arm to its empire called Premium Store, in a bid to take a slice of the market share from online fashion platforms Net-A-Porter and ASOS.

While Amazon is best known for selling books, DVDs and electronic goods at bargain prices, the new apparel section presents a somewhat surprising offshoot from its core offering.

The Premium Store, which debuted on Amazon’s UK website last week, stocks premium fashion brands including Pringle, Barbour and Lulu Guinness. Cult US denim labels are also well represented by 7 For All Mankind, Hudson and Joe’s Jeans.

As reported by Stylus in November, Amazon has also invested in a 40,000 square-foot New York photography studio to shoot product for its new fashion division.

The development suggests a significant change in attitude among luxury brands – many of which have traditionally been wary about supplying online retailers, where they have no control over customer service and visual merchandising.

Rival e-tailer eBay similarly made inroads into fashion earlier this year when it signed a multi-season sponsorship deal with the British Fashion Council (BFC) to provide help, advice and support to emerging British fashion design talent.