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A luxury ecommerce war is brewing—and it’s Amazon versus a new alliance of brands. 

Nov 30 2020

A luxury ecommerce war is brewing—and it’s Amazon versus a new alliance of brands. Earlier this year, Amazon launched two luxury fashion initiatives: special storefronts in the U.S. and Europe, and a new Luxury Stores app geared toward their subscribers. While brands like Roland Mouret and Altuzarra have joined, others like LVMH have “publicly rejected the idea of working” with the ecommerce titan. Now, inventory-free marketplace platform Farfetch, which has “dominated” the Western luxury ecommerce landscape, has teamed up with Alibaba to compete with Amazon with the launch of their Tmall Luxury Pavillion. So far the platform has “successfully lured almost 200 high-end names” by promising a more controlled customer experience as well as a way to handle counterfeit products (something Amazon has been criticized for). (NYTimes)