Amazon, currently valued at over $1 trillion, is a one-stop shop for just about everything. As retail plummets and the pandemic rages on, will the online megastore crack high fashion’s resistance? MatthewSchneier writes
An Adam Lippes dress, $2,890, now available on Amazon.com. Photo: Amazon For retail in America, the current prospect is dim. New data released by the Department of Commerce on Friday showed a staggering, record-breaking drop of 16.4 percent in April. But for clothing-and-accessories stores in particular, the details are even bleaker. The two-month decline for them stands at just over 89 percent.
“I did not ever envision that,” said the designer Adam Lippes. But now he has. Lippes is one of 20 small-to-midsize American fashion brands that are selling on Amazon — many for the first time — as part of a new program finessed by Vogue in response to the ongoing COVID-19 crisis. The magazine reached out to designers to see how it could help and discovered that many were sitting on merchandise that they couldn’t move.
But while a handful of participating designers praised the store’s curation and the Vogue of it all, the Amazon storefront still looks a lot like Amazon. Details and information on garments is scant; images are limited; and the display has all the glamour you would need when buying a nail clipper, but not much more. “Feels like a major Amazon roadblock if this is how they continue to showcase luxury product,” Caroline Issa, the editor and street-style regular, tweeted.
Do designers have a choice? Those with well-oiled systems in place for direct sales may; Lippes said April was his own website’s best month ever. But he was game to give Amazon a try. Like every participating designer interviewed, he said on the day of its launch that pieces had already begun to sell. “Within the first hour,” said the designer Jonathan Cohen — which in his case included entry-level items like a $395 silk shirt but also a four-figure dress.
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