The Lebanese luxury brand Elie Saab is collaboratively partnering with Amazon in efforts to expand its presence in the United States, where it aims to reach more customers through the e-commerce shopping platform. The Elie Saab brand will be joining other luxury brands like Chanel, La Mer and Dior. “Joining forces with Amazon is a step forward in ELIE SAAB’s business strategy, to strengthen its existence in the U.S. market through a new widespread e-commerce presence, while also reaching a new generation of luxury shoppers,” said CEO Elie Saab, Jr. in a statement.
For the longest, luxury brands resisted selling their products on Amazon. “An oft-cited argument was that they didn’t want their products to be sold in the same place as people are buying their toilet paper. (Ironically, toilet paper became a luxury item in 2020.),” wrote Forbes contributor Kiri Masters in a Forbes article. Fashion has taken a hit in 2020- even before the age of Covid hit. But in this year, online sales have boosted significantly and Amazon sales were no different.
The company’s third quarter earnings increased by thirty-seven percent and the online retailer’s revenues were $96.15 billion, its net income increasing to $6.3 billion. This holiday season the company is expected to bring in $121 billion. “Amazon has been a key partner in reinforcing our digital strategy to meet our customers’ expectations when shopping for luxury,” notes Saab, Jr.
The Elie Saab brand will launch its first store within a store experience starting with its fall-winter 2020 ready-to-wear collection. You can find the collection on the Amazon app and only eligible U.S. Amazon Prime members will be able to shop by invitation only. Just in time for the holiday season it will be possible to shop Lebanese couture, having it delivered directly to your doorstep.
This new partnership between the Elie Saab brand and Amazon will be a relationship of storytelling through enhanced auto play imagery and in-motion graphics. Amazon will be providing the luxury brand with innovative technology and merchandising tools to personalize Elie Saab content for customers to have an elevated shopping experience.
For this Lebanese House, they see this new partnership as just the beginning with ‘Luxury Stores’ at Amazon. There is more to come from this collaboration with the types of products to that will be offered to the U.S. market.