Your eyes should be on Amazon’s launch – and its fashion shoots

Mia Steiber 17 November 2017 NEWS

sire the label 738 Image: Instagram user Sir the Label

With secret fashion shoots taking place all over Melbourne, Amazon is going to change how we shop for fashion!

It's easy to be skeptical on how much Amazon Australia will affect the fashion and beauty sectors. It's clear that impact of this launch will almost certainly have an impact on retailers like JB Hi-Fi and Harvey Norman. Really, a TV is still a TV regardless of where you buy it and if Amazon launches with some cut-throat prices like it has in other countries around the world, it's easy to see how Amazon could rip market-share from the clenched fists of consumer electronics retailers.

But what about fashion and beauty?

We Aussies love our luxury pieces and are rather brand loyal. We love Australian designers like Bec & Bridge and Sir the Label. So is the promise of Amazon's cheaper prices going to be enough to sway us away from our favourite brands? Well, possibly.

The launch of Amazon in Australia is shrouded in mystery and barely anything has been confirmed, but we did read a few very interesting things in a recent report on SMH. The exclusive report gave the very first details on what was coined "an unheard of fashion attack" aimed directly at Australian fashion retailers.

Apparently, Amazon execs snuck into Australia last week during Melbourne Cup while key competitors like Myer were out celebrating at the races.

And now Amazon's global production manager Nickole Brown is reportedly leading a series of fashion shoots that are taking place in secret locations all over Melbourne. Has your interest been piqued yet? Yep, us too!

SMH writes that there will be three fashion shoots per day, five days a week. And if Amazon is working on that many shoots, we can only assume that the brand will have a rather aggressive fashion offering. I mean that's a lot of clothes being photographed!

SMH even managed to get a member of Amazon Australia's operations team to go on the record.

"I have never seen anything like this in Australia," the team member said. "I have seen major shoots for the big department stores, but nothing to this scale. Three shoots per day is unheard of, let alone every day of the week."

I personally was initially very skeptical of Amazon's potential impact on the Australian fashion retail market. I love shopping at Zara and I love shopping at boutiques like Tuchuzy. I like spending my money on Bec & Bridge, Realisation Par, Arnhem and Silk Laundry – and I know I'm not alone! There was no way that I felt that Amazon was going to sway me away from my favourite brands in favour of something cheaper.

But now I'm not so sure. Amazon seems to understand the Australian market even better than we do. The investment that this company is clearly putting into its fashion offering means that something big is coming and I can't tear my eyes away – and neither should you.


Read more on Amazon Australia

All the rumours so far - what's confirmed and what's not

Here are the items Amazon will sell in Australia

Amazon is collaborating with Calvin Klein


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