Amazon.com is reportedly planning to launch a luxury fashion platform, according to Business Insider. This new platform will reportedly work similarly to a concession in a high-end specialty store, and unlike with Amazon's current marketplace, the upscale brands will have more control over what their online store will look like as well as what items will go on sale.
A spokesperson for Amazon said the company won't comment on "rumors or speculation," Business Insider reported. The new platform will allegedly only be available in the U.S. when it launches, and will include at least 12 brands.
Total Retail's Take: Amazon appears to be pushing further into apparel and fashion, this time in the luxury space. To date, Amazon hasn't been able to break into luxury apparel, and it will be interesting to see how consumers respond. Amazon has been criticized in the past for selling counterfeit merchandise, such as handbags and clothing, which has proven to be a deterrent for luxury brands looking to sell on the platform. Will consumers trust Amazon enough to believe they're getting legitimate luxury brand merchandise? And will luxury brands be comfortable selling their merchandise on the site while third parties on the marketplace are selling counterfeits? Nike and other brands have cut ties with Amazon already for this very reason.