Amazon’s luxury store is coming to Western Europe. As we found in our new Mass Merch Mentality trend report (WE version coming soon!), young consumers love their on- and off-line big-box retailers because they offer not only affordability but convenience and quality. Amazon doubled down on this offering in the U.S. in 2020 when it launched its luxury store concept, which opened high-end fashion to a new generation of shoppers. Now, Amazon is expanding this concept to Western Europe: as of last week, customers in the UK, France, Italy, Germany, and Spain can shop collections from established and emerging luxury brands, including Christopher Kane, Dundas, Elie Saab and Altuzarra, with more designers to be added soon. Young consumers have been redefining luxury for a while now, and overall, they want luxury to be more accessible. While this has led them to buy dupes, turn to the secondhand market, and even consider brands like Nike and Adidas luxury, it also means they want to find luxury where they’re already shopping for everything else—which, of course, is Amazon. As CMO of Dundas put it, “Amazon has shown that convenience is the new luxury.” (Harper’s Bazaar)
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