The beauty of Amazon is that it gives you the ability to buy anything, anywhere, any time. Say what you like about the ethics at its heart but Amazon has revolutionised the way we shop online.
But even Amazon can’t disregard the power of a physical presence, of creating a tangible experience for their loyal fanbase. Working with RPM, Amazon Fashion hosted a pop-up in London from which shoppers could buy both women’s and menswear as well as visit a variety of daily themed events.
It’s an interesting move for the e-tailer, proving that, even as we move into an ever more technological era, there is no denying the potency of creating a physical home for your brand. It also signals Amazon’s desire to become more of a presence in the fashion world, having launched five own-label lines in the last year.
Consumers can shop from the brand’s own fashion line as well as other designer brands. The pop-up allows Amazon shoppers to immerse themselves in a brand world which they have only experienced online until now.