Hot off Nicopanda’s debut London Fashion Week catwalk show – held moments ago at Amazon Fashion’s Shoreditch Photo studio – parts of the collection is already on its way to customers across Europe. Prime Now customers in some London postcodes will be able to unwrap their wares within the hour, while orders placed in Germany, France, Italy and Spain are dispatched with a one-two day Amazon Prime delivery option.
The initiative marks Amazon Fashion’s first foray into fashion week runway partnerships of this kind. Here, Susan Saideman, VP Amazon Fashion Europe, sheds light on the partnership and touches on Amazon Fashion’s wider take on the see-now-buy-now retail format.
How did the see-now-buy-now collaboration between Amazon Fashion and Nicopanda come about? What makes the two of you a good match, and for this initiative specifically?
At Amazon Fashion we’re obsessed with delivering what our customers want, always looking at ways to increase their selection so that they can find new and exciting products to buy online. This is combined with our ambition to be each and every customer’s most loved fashion destination – so with every fashion partnership we aim to offer something different and ultimately desirable. In this instance Nicola Formichetti approached Amazon; as an Amazon fan himself, and sharing our passion for invention, he saw a great opportunity to do something different and innovative.
Tell us a little about the collection and its highlights.
Nicola has designed a capsule of six standout unisex pieces in Nicopanda’s signature style and color scheme. These include items such as a bomber jacket and an oversized scarf, which will excite Nicopanda fans and Amazon Fashion customers alike.
What can Amazon Fashion bring to the see-now-buy-now retail format? What’s your personal take on it?
We want to make shopping for fashion fun, easy, and convenient, that is the goal. We aim to offer a great selection, using technology to innovate the shopping experience and guarantee the best customers service and convenience, and Amazon Prime and Prime Now is part of that. We believe see-now-buy-now has great appeal to consumers. Rather than being led by tradition, Amazon Fashion is driven by customer needs and wants, and by giving them immediate access to what they love makes sense to us. We look forward to working with other brands to help them succeed.
Who is the target customer for your see-now-buy-now format?
We offer a wide selection of fashion for different needs and different budgets. We know that Nicopanda’s offering will appeal more to some of our customers than others, but we have a vast fashion selection so there is something to please each individual.
How will the concept develop over the next couple of seasons? Does your fashion week debut with Nicopanda mark a new beginning?
Right now, we can’t comment on our future plans, but we look forward to sharing more partnerships like these. Watch this space for further exciting Prime Now initiatives…