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Amazon accelerates Aussie fashion offering

Amazon Australia has been connecting with fashionistas in Sydney this week, where thousands of designers, retailers, celebrities and fans have gathered to see the latest looks at the Mercedes-Benz Fashion Week Australia (MBFWA).

As an official sponsor of the event, along with the likes of Moet & Chandon, Swarovski and Superga, Amazon has built an Instagram-worthy pop-up at Carriageworks.

Visitors can try on some of the local brands available on Amazon and capture the perfect ‘selfie moment’ against four different backdrops, including a mint green oasis based on the products available through Amazon’s Travel range, a Bonds jungle and a resort-style changing room.

Amazon said the activation (pictured above) is designed to provide a memorable and educational experience for both industry and consumer guests.

“We are really excited to be a part of the Mercedes Benz Fashion Week, alongside established and emerging brands,” Angela Langmann, head of Amazon Fashion, said in a statement.

Since launching in December 2017, Amazon Fashion has rapidly grown its range. It now has tens of millions of products across clothing, shoes and accessories from over 1000 brands.

In addition, the number of Australian brands on the platform has quadrupled from 33 to 150, with that number continuing to grow, according to Langmann.

“At Amazon Fashion we celebrate local Aussie brands and build a shopping experience that helps our customers discover emerging and established Australian brands,” she told Inside Retail.

Some of the more established Australian fashion brands on the platform include Talulah, Stevie May, Senso, Oroton, Three of Something, Finders, Bendon, Review and Lorna Jane, alongside small and medium-sized local businesses like sunglasses brand Local Supply, hat brand Will & Bear and footwear brand Wild Rhino.

“One of the most powerful things about Amazon Fashion is that a customer can shop from major brands like Calvin Klein and Levis, buy from small and medium sized local businesses like Local Supply, Will & Bear and Wild Rhino and from more established Aussie brands like Talulah, Stevie May, Senso, Oroton, Three of Something, Finders, Bendon, Review and Lorna Jane,” Langmann told Internet Retailing.

In terms of what’s next for Amazon Fashion in Australia, Langmann said the company is constantly looking for new ways to innovate within the fashion space and is exploring various avenues.

In the US, the e-commerce giant has launched services like Prime Wardrobe, which gives customers seven days to order clothes and shoes and try them on at home, before they need to pay for the items they want to keep.

This service so far is not available in Australia.

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