Fashion’s wary approach to Amazon

Amazon hasn’t been shy about its ambitions in fashion. Since 2012, the company has sponsored Met Galas, fashion weeks and Vogue Fashion Funds, built a photo studio in Brooklyn, hired a former Vogue editor to lead fashion editorials, launched seven in-house fashion labels and recruited brands like Michael Kors, Calvin Klein, Coach and Theory to sell products on its platforms. It’s been fairly aggressive.

Some luxury designers have shied away from associating their name with the same ubiquitous marketplace associated with the fast delivery of diapers and toilet paper. Most recently, LVMH CEO Jean-Jacques Guiony made it clear during a call with investors on Wednesday that Amazon would not be part of the luxury portfolios’ digital strategy for its brands, which include Louis Vuitton, Givenchy, Céline and Dior, saying there was “no way” the company would do business with Amazon in its current state.

To read the rest of this story, please visit Glossy.

https://digiday.com/?p=205050

More in Marketing

Snapchat sunsets its AR Enterprise division as it vows to give advertisers AR tools

“We are not diminishing the importance of AR,” he said. “In fact, we are strategically reallocating resources to strengthen our endeavors in AR advertising and to elevate the fundamental AR experiences provided to Snapchat users.”

Measuring Success graphic using ruler and coins

Why Activision Blizzard Media is using an Attention Measurement Scorecard to raise marketers’ confidence in gaming

In Q4 of this year, Activision Blizzard Media is launching in beta a new measurement tool dubbed the Attention Measurement Scorecard. The goal: to raise brands’ and marketers’ confidence in in-game advertising.

With Taylor Swift’s Eras Tour movie, Cinema advertisers hope for a Q4 boost

The concert film will likely help build on cinema advertising’s momentum after Barbenheimer.