{"id":42880,"date":"2020-08-26T15:29:42","date_gmt":"2020-08-26T15:29:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/amazon-lance-une-plateforme-pour-les-marques-de-luxe\/"},"modified":"2020-08-26T15:29:42","modified_gmt":"2020-08-26T15:29:42","slug":"amazon-lance-une-plateforme-pour-les-marques-de-luxe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/amazon-lance-une-plateforme-pour-les-marques-de-luxe\/","title":{"rendered":"Amazon lanceert platform voor luxelabels"},"content":{"rendered":"<p><strong>Amazon<\/strong> bereidt de lancering van een eigen luxeplatform voor. In september moeten een onlinemarktplaats de deuren openen voor twaalf luxemerken, vergelijkbaar met Tmall of Farfetch.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Start met 12 modehuizen<\/h2>\n<p>Amazon stort zich op de luxemarkt: in september lanceert de onlinereus volgens vakblad WWD een <a href=\"https:\/\/wwd.com\/business-news\/business-features\/amazon-said-forging-ahead-luxury-platform-1203697652\/\" target=\"_blank\" rel=\"noopener\">specifiek modeplatform voor luxelabels<\/a>. De marktplaats zou van start gaan in samenwerking met een twaalftal partners, zowel uit de Verenigde Staten als Europa. Welke de deelnemende merken zijn, is evenwel nog niet bekend. Merken van de Franse marktleider <strong>LVMH<\/strong> valt wellicht alvast uit te sluiten, aangezien topman Bernard Arnault Amazon nog <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/lvmh-wil-niet-samenwerken-met-terroristisch-amazon\" target=\"_blank\" rel=\"noopener\">luidop van terrorisme en crimineel gedrag<\/a> heeft beschuldigd.<\/p>\n<p>\u00a0<\/p>\n<p>Het voorval toont meteen de <a href=\"https:\/\/www.forbes.com\/sites\/richardkestenbaum\/2020\/08\/25\/amazons-luxury-fashion-site-friend-or-foe-to-fashion-brands\/#34c249cc7b36\" target=\"_blank\" rel=\"noopener\">uitdagingen aan om door te breken<\/a> op de luxemarkt: eigen aan marktplaatsen is het verhoogde risico op namaak en de beperkte controle die labels er op (de presentatie van) hun producten hebben. Ook de sterke prijsgedrevenheid van platformen is veel premiumlabels een doorn in het oog.<\/p>\n<p>\u00a0<\/p>\n<p>Amazon pakt het daarom nu anders aan: op het toegewijde luxeplatform krijgen merken nu eigen shopomgeving die ze helemaal zelf mogen invullen, zowel naar stijl en vormgeving als qua aanbod en zelfs prijszetting. Het platform zal in die zin meer gaan lijken op Tmall van de Chinese rivaal <strong>Alibaba<\/strong> of op Farfetch dan op wat shoppers tot nu toe gewoon zijn van Jeff Bezos.<\/p>\n<p>\u00a0<\/p>\n<h2>Perfecte timing?<\/h2>\n<p>Oorspronkelijk zou de lancering al voor mei gepland zijn, maar door de coronacrisis liep het project vertraging op. Gezien de diepe wonden die de virusuitbraak bij veel modemerken geslagen heeft en <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/%E2%80%9Cwarenhuizen-waren-altijd-al-marktplaatsen%E2%80%9D-roland-armbruster-ceo-coin\" target=\"_blank\" rel=\"noopener\">de doorbraak van e-commerce<\/a> in de luxebranche door de lockdowns, komt het initiatief nu misschien echter perfect op tijd. In eerste instantie zal het platform wel alleen in de Verenigde Staten beschikbaar zijn.<\/p>\n<p>\u00a0<\/p>\n<p>Eerdere ervaring deed het bedrijf op met een webshop die het bouwde voor modeblad Vogue, waar onafhankelijke designers hun kleding en accessoires op konden presenteren. Voor het nieuwe initiatief ziet Amazon het evenwel veel grootser: in Arizona wordt een heus nieuw magazijn gebouwd en ook een marketingcampagne van liefst honderd miljoen dollar is in de maak. Amazon zou met de deelnemende merken namelijk ook aan TV-, film- en streamingprojecten werken.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon bereidt de lancering van een eigen luxeplatform voor. In september moeten een onlinemarktplaats de deuren openen voor twaalf luxemerken, vergelijkbaar met Tmall of Farfetch. \u00a0 Start met 12 modehuizen Amazon stort zich op de luxemarkt: in september lanceert de onlinereus volgens vakblad WWD een specifiek modeplatform voor luxelabels. De marktplaats zou van start gaan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-42880","post","type-post","status-publish","format-standard","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Amazon lanceert platform voor luxelabels - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Amazon bereidt de lancering van een eigen luxeplatform voor, waar in het begin twaalf luxemerken hun producten aanbieden.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/amazon-lance-une-plateforme-pour-les-marques-de-luxe\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon lanceert platform voor luxelabels - 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