Amazon in tie-up to sell US$7,000 ball gowns
Partnership with luxury merchant Moda Operandi creates shopping experience that ends at the latter's emporiums
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AMAZON.COM Inc built a US$100 billion business giving online shoppers convenient access to low-cost books, HDMI cables and paper towels. Now it wants to help them buy US$7,000 silk-pleated ball gowns from designer Oscar de la Renta.
Amazon is teaming up with luxury clothing merchant Moda Operandi to create a seamless shopping experience that starts at Moda's Web store and finishes at its New York or London emporiums. Amazon's smartphone app alerts sales associates when a shopper has arrived to try on clothes selected online, which can then be paid for using the customer's Amazon account.
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