Update On :18 April 2016
Global e-commerce major Amazon has teamed 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.
The partnership could help Amazon become a force in apparel, where it has struggled, and pushes its payments operation into brick-and-mortar retail. For Moda Operandi, a six-year-old startup that has raised more than $130 million, the deal is an opportunity to more tightly mesh its online and physical stores -- an enduring challenge for retailers, says a Bloomberg report.
Fashion retailers are great at visual displays and merchandising that make shoppers want to buy, but fall short at making online transactions simple and easy, a feat Amazon mastered long ago, said Nadia Shouraboura, a former Amazon executive who founded Hointer, a Seattle company that helps traditional chains implement digital strategies in their stores. Ã¢Â€ÂœThe partnership brings the best of both worlds together online and in store to create the best customer experience,Ã¢Â€Â she said.
Founded in 2010 to make luxury fashion more accessible, Moda Operandi made it possible for designers -- established and emerging - to connect directly with consumers. Traditionally, buyers at the likes of Neimen Marcus and Bergdorf Goodman have attended private fashion shows in person and selected a small number of items to sell at their stores for the next season. Moda disrupted that model by putting those shows online.
The Amazon-Moda Operandi venture is the latest example of how retailers and payments companies are combining the convenience of online checkout with the instant gratification of going to a store - a process known as Ã¢Â€Âœclick and collect.Ã¢Â€Â Shoppers on Moda's website can log in with their Amazon ID, browse and put items in their carts. When they enter a Moda store, beacon technology signals their presence to an associate who gets all of their information and preferences on a tablet so they can help the customer try on the items they liked and suggest other merchandise that may fit their tastes.
News Source From : http://www.fibre2fashion.com/news/fashion-news/amazon-ties-up-with-luxury-merchant-moda-operandi-178944-newsdetails.htm