Saks Fifth Avenue and Amazon Fashion have collaborated to launch Saks On Amazon — a storefront on Amazon.com featuring a selection of luxury fashion and beauty merchandise curated by Saks Fifth Avenue. Amazon hopes to carve a niche in the luxury sector with the Saks-Amazon storefront, boasting luxury brands like Dolce & Gabbana and Balmain.
Saks Fifth Avenue and Amazon Fashion have collaborated to launch Saks On Amazon — a storefront on Amazon.com
Amazon is a long-time investor in Saks Global, Saks Fifth Avenue’s parent company. The multi-brand storefront enables customers to access sought-after brands in luxury fashion and beauty in Amazon’s store. This collaboration combines Saks’ luxury expertise with the convenience, ease and speed at Amazon.
Scrolling through the Saks on Amazon storefront, buyers will find luxury fashion, makeup and skincare brands including Stella McCartney, Balmain, Dolce & Gabbana, and Giambattista Valli. The editorial is minimal, with items from a $2,995 Dolce Gabbana dress to a $495 Ganni Leopard-Print Corset Mini Dress presented on white backdrops, sorted under the “New Arrivals”. There are curated sections for ‘Mother’s Day’ and ‘Spring Style’. ‘Shop the livestream’ is a popular section on the storefront. It’s all very effortless, sleek and luxurious.
“We’re excited to introduce a new shopping experience that gives Amazon customers the opportunity to discover a distinctive luxury assortment selected by the experts at Saks Fifth Avenue,” said Emily Essner, President and Chief Commercial Officer at Saks Global. “This collaboration underscores Saks Fifth Avenue’s reputation as a leader in luxury curation, as well as our commitment to reinventing luxury shopping so that each customer’s experience is unmistakably their own.”
Amazon has been trying to lure luxury brands since quite some time to grow its selection and diversify its consumer portfolio. Amazon Luxury Stores — which Saks on Amazon is a part of — launched in September 2020 as a mobile-only experience with iconic fashion brand Oscar de la Renta as its brand partner. Per Vogue Business: ‘The concept expanded since, with further brands like Sergio Hudson, Rodarte and Altuzarra, a European launch and tie-ups with resale and rental platforms Hardly Ever Worn It, What Goes Around Comes Around and Rent the Runway. But it’s been fledgling in the years since… Amazon’s model has long prioritised the cheapest prices, fast Prime shipping, strong reviews and product SEO for sellers — many of whom have spent years perfecting their Amazon strategies. It’s not something that most luxury brands have felt incentivised to invest in…’
This could change with the launch of the Saks On Amazon luxury storefront, with several luxury fashion and beauty brands coming on board. “We know that Amazon customers are eager to shop these brands in Luxury Stores,” said Jenny Freshwater, VP Amazon Fashion, Fitness and Creators. “This collaboration with Saks furthers Amazon’s commitment to supporting the luxury industry and increasing our assortment for customers, while maintaining an elevated shopping experience that meets the varying tastes of our diverse customer base.”
Available in the Amazon Shopping app, desktop and mobile browsers in the U.S., customers shopping Saks on Amazon can enjoy the same convenience and fast, free shipping they have come to know and love from shopping at Amazon. Customers can visit amazon.com/saks or search “Saks on Amazon” to shop. To widen its reach, Saks is launching an editorial campaign to promote Saks on Amazon, using its own storefront windows as the showcase. The Saks Fifth Avenue flagship in New York City will dedicate window space to products available for shopping on the storefront.
The “Saks On Amazon” Experience
– The new retail experience enables customers to access luxury fashion and beauty merchandise curated by Saks Fifth Avenue within Luxury Stores at Amazon.
– The launch features Dolce&Gabbana, Balmain, Etro, Stella McCartney, Giambattista Valli, Erdem, Fear of God, Jason Wu Collection, Rosetta Getty, Johanna Ortiz, Chantecaille, La Prairie and many more, with additional brands set to launch in coming months.
The experience includes regularly refreshed product segments, such as New Arrivals, Women’s Weekend Uniform and Men’s Elevated Essentials, enabling customers to discover what’s new and trending with ease. Customers can also browse the launch assortment through digital window displays available in the Saks on Amazon experience. Inspired by the iconic windows at the Saks Fifth Avenue New York flagship, these digital displays allow customers to “window shop” the Saks on Amazon storefront, with the added convenience of instantly adding items to their cart.
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The “Saks Arrives On Amazon” Campaign
“Saks Arrives on Amazon,” the editorial campaign created by Saks and directed by Emmy-award winning director Max Siedentopf, underscores the thrill and anticipation of receiving luxury items with ease from Saks on Amazon. Divided into six vignettes, the visuals emphasise luxury sensibility with unique moments of Saks luxury products arriving at home – from a Balmain B Buzz top-handle handbag pulling up to a front door on top of a miniature vintage car to Stella McCartney Ryder bags descending from the sky hanging from umbrellas. Customers can shop the products featured in the campaign directly in Saks on Amazon.
The campaign also comes to life through a window installation at the Saks Fifth Avenue New York flagship. Located on the corner of 50th Street and Fifth Avenue, the window display features a curation of items from the Saks on Amazon assortment set against whimsical backdrops inspired by the campaign.
Saks Fifth Avenue and Amazon Fashion have collaborated to launch Saks On Amazon — a storefront on Amazon.com
ABOUT AMAZON FASHION
Amazon Fashion and Fitness is a one-stop destination for head-to-toe style. Find apparel, activewear, shoes, accessories, jewelry, watches, handbags, sports and outdoors, and luggage from a wide range of designer, contemporary, and emerging brands for any occasion, any style, and any budget. Amazon Fashion & Fitness continues to expand its wide selection and create new experiences on behalf of its customers. It is also home to Luxury Stores, a destination that brings established and emerging luxury fashion and beauty brands directly to Amazon customers. Amazon Fashion & Fitness aims to reinvent shopping for fashion and uses technology to serve customers with products and brands that are relevant to them. For more information, please visit www.amazon.com/fashion.
ABOUT SAKS FIFTH AVENUE
Saks Fifth Avenue is the leading name in luxury shopping. Since 1924, the brand has maintained a reputation for delivering an expertly curated assortment of fashion and highly personalized service. The Saks Fifth Avenue experience offers seamless all-channel shopping through an elevated digital platform and in-person services provided by an extraordinary network of 37 Saks Fifth Avenue stores across North America.
ABOUT SAKS GLOBAL
Saks Global is a combination of world-class luxury retailers, including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Saks OFF 5TH, as well as a portfolio of prime U.S. real estate holdings and investments. Saks Global is deeply committed to helping luxury consumers discover the most sought-after established and emerging brands from around the world. Powered by data-driven technology and centered on the customer, Saks Global is on a mission to redefine the luxury shopping experience through highly personalized service, with greater opportunities for product discovery across all channels.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
