At our Amazon Clinic held at the Kaufman Management Center at NYU Stern this morning, several speakers discussed Amazon’s various tactics to expand its presence in the luxury space. Amazon-owned company Zappos released this week the first edition of Zeecee by ALT, a magazine by former Vogue creative director André Leon Talley. Zappos hired Talley as artistic director of its Couture division in December to jumpstart its plan to become a primary destination of luxury shopping.
The first issue features flats, clutches, colorblock bags, and Jennifer Lawrence and Barbara Streisand’s Oscar wardrobe mishaps. Marc Jacobs and Amy Adams’s character in American Hustle are featured as style muses. Head of Zappos Couture Jennifer Sidary said the magazine is aiming for luxury with a relatable twist; it appeals to fashionistas and mainstream consumers alike. Talley’s weekly picks, which start from $200, show an attempt to be luxurious and accessible at the same time.
Zappos Couture has had trouble attracting luxury sellers since its launch in 2004, and Talley’s clout in the fashion world is expected to fix that. Brands’ resistance resembles backlash to Amazon’s entry in the luxury space. (Louis Vuitton and Estée Lauder have a zero engagement policy with Amazon.) If Talley is able to get couture brands on board, we might see its parent company Amazon adopt a similar strategy in the near future.