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Amazon salta al retail con moda: abre un ‘pop up’ en Londres

Publicado en Noticias.

Amazon ya abrió un pop up con Calvin Klein en EEUU en 2017. 

Amazon lleva su moda al brick. El rey del ecommerce quiere conquistar ahora la arena de los grandes retailers y batirles también en su propio terreno con la apertura de una primera tienda efímera en Europa dedicada sólo a su oferta de moda. La tienda, que se abrirá en Londres el próximo 23 de octubre, comercializará marcas propias y de terceros.

El establecimiento, de 280 metros cuadrados, estará ubicado en Baker Street y permanecerá abierto una semana, según Drapers. En su oferta habrá tanto moda femenina como masculina de marcas como Calvin Kelin, Tommy Hilfiger, Vans, Levi’s, Paul&Joe, Gestuz, Love Moschino, Aldo, Antik Batik y Filippa K, además de las firmas que Amazon ha lanzado desde su sede europea: Find, Truth&Fable y Meraki.

Esta es la primera vez que Amazon apuesta por el brick de moda en Europa, si bien lleva ya tiempo apostando por el canal offline en otros segmentos como los libros y, especialmente, la alimentación.

Amazon ya había testado este canal en Estados Unidos con ‘pop ups’ de la mano de Calvin Klein

 

Amazon dio el salto al offline en 2015 con la apertura de librerías y hoy opera con otros tres tipos de tienda: Amazon 4-Stars, Amazon Pop-Up, y Amazon Go, todos ellos ubicados en Estados Unidos. La primera (y la más reciente) distribuye dispositivos electrónicos, libros y artículos para regalo valorados con cuatro estrellas por los usuarios de la web.

La segunda, el formato por el que ahora apuesta en Londres, son tiendas efímeras dedicadas principalmente a los mismos tipos de productos mientras que la última, estrenada en 2016, son supermercados completamente automatizados.

La compañía opera actualmente con quince librerías, una tienda Amazon 4-Stars y cinco supermercados Amazon Go, aunque sus planes pasan por abrir mil más a corto plazo.

El grupo cuenta con quince librerías, una tienda Amazon 4-Star y cinco supermercados, todos en EEUU

En 2017, el grupo dio un salto adelante en su apuesta por el offline con la compra de la cadena de supermercados Whole Foods, con 479 tiendas en Estados Unidos, por la que desembolsó 13.400 millones de euros.

Con moda, Amazon ya había testado alguna vez el canal físico. En 2017, por ejemplo, el grupo se alió con Calvin Klein para abrir pop ups en Los Ángeles y Nueva York de cara a la cadena navideña, pero hasta ahora no lo había hecho nunca en Europa.

La empresa se convertirá este año en el mayor distribuidor de moda de Estados Unidos, según Wells Fargo. El banco estima que Amazon aumentará un 25% sus ventas de moda este año hasta 30.800 millones de dólares (26.600 millones de euros), superando así al titán del retail Walmart. 

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