Amazon Fashion opened its first pop-up shop in Europe on London's Baker street this week! For five exclusive days between 23 and 27 October 2018, Londoners were able to purchase a revolving edit of women’s and menswear pieces.
Autumn/Winter 2018 trends were the priority for the first two days, followed by fitness gear on the third, and street and party-wear on the final two days. Events included a Beauty Trends panel discussion hosted by Vogue magazine Beauty and Lifestyle director Jessica Diner, a yoga session with Deliciously Ella founder Ella Mills, and Pepe Jeans denim customisation were also peppered throughout the schedule, along with DJ and acoustic music sets.
“We’re always looking for ways to offer our customers new experiences and we felt there was no better time than now to launch our first pop up,” Susan Saideman, Amazon Fashion Vice President for Europe, commented of bringing the success stories the company has had with physical retail stores for Amazon books, devices and groceries in the US to the UK.
Products from the roster of brands, including Calvin Klein, Tommy Hilfiger, Levi’s and Puma, could be purchased in store or virtually using Amazon’s SmileCode scanning technology.
Saideman said that it is far easier than it sounds: “Customers simply open the Amazon shopping app on their mobile device, select the ‘camera’ option to search for a product, and then scan the Smilecode. This will then take them directly to the product page on Amazon."
Naturally, any glossy new pop-up calls for a party. The opening night of the store saw Lara Stone, Pixie Geldof, Gemma Chan, Mary Charteris, Rafferty Law and Maddi Waterhouse browse the rails – each in head-to-toe Amazon Fashion, no less – and set the tone for the days ahead.
Link: Amazon Fashion Hosts
Address: The Amazon Fashion Pop-Up Edit Shop, 35 Baker Street, London, W1U 8EN.
