Amazon Fashion

Marketing Strategy

Summary

Successfully launched a unique marketing campaign, providing an elevated shopping experience combining the convenience of Amazon with the appeal of luxury fashion. This multi-device accessible campaign allowed participating brands and designers to independently manage their inventory and pricing.

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Campaigns

A successful marketing campaign that seamlessly merged Amazon's trust and convenience with the allure and sophistication of luxury fashion. This unique initiative provided customers the chance to explore an array of luxury fashion items, all directly sold by participating brands and designers, who independently managed their inventory, selection, and pricing.

This campaign was accessible to customers in Europe and the US across multiple devices – from the Amazon mobile app to desktops and mobile and tablet browsers. It showcased how Amazon offers powerful tools and technology to create personalized, original content that resonated with each brand's unique voice, effectively engaging and inspiring customers.

The vice president of Amazon Seller Services, Xavier Flamand, commented on the authenticity that the brands within Luxury Stores at Amazon bring to their collections, allowing customers to redefine luxury on their own terms. Amazon provided innovative resources, such as motion graphics and enhanced auto-play imagery, to assist brands in sharing their stories and connecting with a fashion-forward customer base.

Launching in Europe, the campaign featured an 'out-of-the-box' photoshoot by Angelo Pennetta, styled by Charlotte Collet, and starred models Kristen McMenamy, Precious Lee, Leon Dame, and Dara. This bold campaign invited customers to prepare for a thrilling summer where individuality, self-expression, and luxury fashion were celebrated in a fresh, exciting way.

Moreover, the Luxury Stores at Amazon became a noteworthy presence on Instagram @amazonluxurystores throughout the year. A global network of style ambassadors - including creatives, thought leaders, and tastemakers like Imaan Hammam, Shiona Turini, Tommy Dorfman, Serge Ibaka, Tina Kunakey, and Camille Rowe - shared inspiring content, each reinterpreting luxury in their own distinctive style. This successful marketing campaign underscored Amazon's commitment to providing an elevated shopping experience for their customers.

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