Amazon has entered the fashion world with some fanfare, hiring an expert to set up an online store with swanky brands like Kate Spade and Rebecca Minkoff. But the big luxury heavyweights want nothing to do with Amazon, according to an article by Barney Jopson at the Financial Times.
While the website is one of the most powerful retailers in the world, many of the luxury fashion brands Jopson interviewed were hesitant to get involved with the brand.
Menswear giant Hugo Boss told the FT that any of its products sold on Amazon aren’t sanctioned by them and they’re looking for ways to control where their brand is sold.
Alexander McQueen’s CEO wouldn’t rule out future involvement with Amazon, but barbed to the FT that the brand is “increasingly aware of the importance of brand identity online and maintaining it at the highest levels.”
But perhaps the worst zinger came from Louis Vuitton.
“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 thay we pioneered, and I think long term it is the direction that most luxury ecommerce will take.”
Amazon has made a name for itself as a place to find bargains, and that doesn’t jive with luxury fashion. Still, these fashion houses can’t ignore the exposure that a partnership with Amazon would bring them.
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