Amazon Wants To Build The Top Luxury E-Commerce Platform But Has Been Stranded.

For the luxury brand itself, how to strictly control the marketing and rhythm is the core of its brand influence besides the expensive selling price of the product itself.

At this point, several luxury brands such as Louis Weedon have been seriously threatened by Amazon's online platform.

Amazon, once wanted to build the top luxury e-commerce platform, has found that this goal is not as easy as it imagined.

After receiving the white eyes of luxury brands, Amazon wants to make its own decisions.

Strategy to make some adjustments.

Jennie Perry, the company's chief marketing officer, told Business of Fashion that "there are many options for entering the luxury market, not just the high-end luxury brands we previously focused on" Perry.

Now, Amazon's goal is to satisfy the appetite of our huge global customers. "

That is to say, Amazon fashion electric providers began to abandon the previous high line and seek strategic cooperation with the mid end fashion brands, and have already attracted Lacoste from France and Theory from New York, the United States.

In 2012, Amazon hired 40 thousand square feet (3716.12 square meters).

It is used for filming product catalogues, etc.

Here itself is an old warehouse, located in the industrial park of Broolyn's Sunset Park (Sunset Park).

At the beginning of its establishment, its purpose was to attract the hottest fashion companies and the boutique with the same fashion pursuit as Amazon, so as to serve Amazon's online platform.

In recent years, many fashion brands have entered the park. It has become a fashion base for collecting luxury goods, original designs and artistic ideas.

According to Amazon fashion President Cathy Beaudoin, this is part of the marketing task of the group, and fashion retailing is the fastest growing part of the group.

However, the fashion business is not easy to do.

According to Vogue UK reports, Louis Weedon (Louis Vuitton) chairman and chief executive officer San Kasli (Yves Carcelle) said, "LV products will never be sold on Amazon website, the official store is the only sales channel.

We have created this direct management marketing mode, and I believe this will be a mode of luxury in the market. "

Now, Amazon is aware of this and is changing its marketing methods and strategies in the fashion business platform.

It is believed that the Amazon fashion channel, which covers more middle fashion brands, will draw a larger consumer group.