Amazon Launches Online Shop-in-Shops With 10 Crosby

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Amazon has launched it's first fashion-oriented online shop-in-shop featuring Derek Lam's contemporary line 10 Crosby. The site, which has its own landing page but is accessed through Amazon (so would that be a site-in-site? Probably.), is the start of a larger push to render its apparel offerings in a more appealing way. This partnership (and future partnerships) is piggy-backing on Amazon's other big time initiatives, like same-day delivery, making it so when clients want their designer goods and want it now, Amazon can make it happen.

Amazon's pres Cathy Beaudoin is feeling confident about the new set-up, saying, "It's so ripe for innovation, and if we can give customers a beautiful, branded 10 Crosby experience—and couple it with the ease of shopping on Amazon and all the service that our customer relies on—it's a genius combination." How quickly the online behemoth launches similar site-in-sites for other brands depends on how genius that combination actually is. Stay tuned.
· Amazon Makes Fashion Push With 10 Crosby Derek Lam [WWD]
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