Amazon set to launch luxury fashion platform in September

Amazon is set to launch a new platform dedicated to luxury fashion next month, according to multiple industry reports. 

According to a WWD report, the platform will premiere in the United States and will see a dozen U.S. and European ready-to-wear and accessories brands set up shops with Amazon, which became the largest apparel retailer in the U.S. in 2019 and is currently the world's largest online retailer.

The platform will operate similarly to Farfetch, the report said, giving participating brands full control of their stores on the platform and allowing them to utilize centralized warehousing in the U.S. operated by Amazon, as well as Amazon's extensive delivery network.  

A market source told WWD that Dany Keirouz, head of brands relations and development at Amazon Fashion, is leading the platform. 

Since the e-marketing giant acquired Shopbop in 2006 and Zappos in 2009, Amazon has worked to grow its fashion category by launching its own clothing brands in 2016 and launching Prime Wardrobe, a service designed to compete against online personal styling service Stitch Fix, in 2018. 

The new luxury platform will mark Amazon's latest attempt at bringing more high end brands to its company since it launched the flash-sale site Myhabit.com in 2011, which was shut down in 2016. 

Specific brands set to appear on the platform have yet to be announced, and FashionNetwork.com has reached out to Amazon for further information.