Photo: Fred Benenson on Flickr
Amazon is determined to take on the fashion world, and just took a big step to get there. The online retailer bought a 40,000 square-foot warehouse in trendy Williamsburg, Brooklyn to house its fashion operations, Rachel Strugatz at Women’s Wear Daily reported.
The warehouse is the largest of its kind in the city and will be used as a studio to photograph products, according to Strugatz.
While Amazon has six similar studios around the U.S., this is the only one totally devoted to fashion products.
Williamsburg is known for being home to young hipsters, writers and artists. The neighbourhood is full of boutiques and galleries.
“[We want people to know] that we’re here, and that we carry amazing brands and have a phenomenal experience,” Cathy Beaudoin, president of Amazon Fashion, told WWD. “For us, it’s a matter of letting our customers know that we’re in the business of fashion.”
Remember, the fashion world is sceptical of Amazon.
Louis Vuitton told the Financial Times that it would never work with the retailer.
“Amazon will never sell Louis Vuitton, because we are the only ones that sell it,” said Louis Vuitton chief executive Yves Carvelle. “This is a model of direct control that we pioneered, and I think long term it is the direction that most luxury ecommerce will take.”
Many luxury companies might be wary of working with Amazon because they associate the site with discounts.
If that’s the case, having a presence in a fashion mecca like Williamsburg is a smart choice for Amazon. The studio helps add to Amazon’s credibility as a fashion brand.
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