Amazon Debuts 10 Crosby By Derek Lam Shop-In-Shop
Amazon may be a one-stop shop for cheap books, everyday gadgets, and video games, but Amazon Fashion has also been a burgeoning marketplace. Today, to mark the first step in a new monobrand e-tailing venture, Amazon has debuted an online store dedicated to Derek Lam‘s 10 Crosby line.
The 10 Crosby shop-in-shop is a first for Amazon, and puts it in direct competition with Yoox, which does single brand e-tailing for names like Valentino and Giorgio Armani. Amazon plans to use the 10 Crosby model for future partnerships with other brands.
Cathy Beaudoin, president of Amazon Fashion, explained WWD:
“We have been accelerating all of our efforts, time and attention in this space because there’s so much to do here. It’s so ripe for innovation, and if we can give customers a beautiful, branded 10 Crosby experience — and couple it with the ease of shopping on Amazon and all the service that our customer relies on — it’s a genius combination.”
Lam’s decision to partner with Amazon is pretty obvious — the e-tailer has established consumer-focused marketing tactics, a huge audience, and “one-click shopping”. He said:
“Working with Amazon Fashion gave me the freedom to translate our brand into an e-commerce experience that isn’t just about selling our product, but about telling our story to customers.”
Well, actually, yes, it is about selling product. Jan Schlottmann, CEO of Derek Lam, explained that 30 percent of the company’s wholesale business comes from online shopping sites like Shopbop and Net-a-Porter, which is double the collection’s online wholesale presence.
While this partnership is certainly great for Lam, how will it fare for Amazon? Will the average Amazon customer really buy into $225 tops along with a $9 used book? We’ll just have to wait and see.