Yesterday morning, Amazon launched an exclusive digital shop for Derek Lam’s more affordable collection, 10 Crosby. According to WWD, the site already runs a number of brand stores at a variety of price points—a style of partnership that allows the featured designers to gain access to Amazon’s powerful international reach while simultaneously boosting Amazon’s style industry cachet—but the 10 Crosby online store is by far its most upscale venture to date. It’s clear that the retail giant, which also owns MyHabit and Shopbop, is intent on continuing to grow its already-powerful fashion division.
According to Derek Lam CEO Jan Schlottmann, a whopping 30 percent of 10 Crosby’s wholesale business is online at sites including Net-a-Porter and Shopbop, making it a natural fit for an Amazon e-boutique. And in addition to shoppable product. 10 Crosby’s dedicated Amazon site will contain editorial content—designer interviews, styling tips, videos and more. We chatted with Lam via email to get the scoop on his latest endeavor.
Lucky: Why Amazon as a partner?
Derek Lam: Amazon enables me to launch a best-in-class e-commerce experience for our client, a woman who lives a contemporary lifestyle. That means she is used to shopping both in stores and online. I think most—if not all—of our clients already have an Amazon account. Launching a shop within Amazon was a better alternative launching our own e-commerce site.
Any particular reason you chose to partner with the company to offer 10 Crosby online rather than your primary label?
Derek Lam collection is a true luxury product—we use the highest quality materials with impeccable fit, and that requires a very personalized kind of customer service . So we utilize e-commerce as a way to draw new customers to our personal shoppers in our 764 Madison Avenue store. For 10 Crosby, the audience is larger—so when evaluating e-commerce internally, Julie Gilhart introduced us to Amazon. We felt that it was a great opportunity to partner with Amazon for a shop within their site.
How does it feel being the first brand to get this sort of store within Amazon?
It’s impressive because Amazon is so large—but if you think about it, it’s an opportunity for us to present 10 Crosby exactly as we do on our own website, but to a much larger audience using technology which is best in class.
Would you ever consider opening brick-and-mortar 10 Crosby boutiques, too?
Absolutely. Hopefully sooner than later.
Click through to shop some of our favorite pieces from the brand-new Amazon.com/10crosby.
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