Vogue, Amazon Fashion, and the Council of Fashion Designers of America (CFDA) have announced a partnership to launch a digital storefront to help connect designers directly with consumers. It’s part of the effort to support American designers amid the Covid-19 pandemic.
Through the partnership, the designers will have the opportunity to leverage Amazon’s customer base and fulfillment network to boost sales during the Covid-19 pandemic.
Common Threads initiative was launched as a fundraising and storytelling initiative in response to the crisis supporting the designers of the industry affected by the COVID-19 pandemic. It was founded with the mission to support small and medium US fashion businesses with micro-grants. This initiative will also provide an opportunity for designers to generate income during the pandemic.
The lockdowns in the country led to a fall in the foot traffic of department stores and individual boutiques. Online shopping has become very important for all brands. Common Threads will help designers to make sales and introduce smaller brands to Amazon’s customer base. Each designer onboard will have a choice to set his price and choose changes in his apparel and accessories.
The store offers select archival pieces of designers, in-season, and spring collections. “Our industry has been hit hard and I believe this is an important step in the right direction,” said Anna Wintour, editor-in-chief of American Vogue and Global Content Advisor for Condé Nast, said in a statement.
“I am thrilled to announce this partnership, and want to thank Amazon Fashion, not only for its generous support to – Common Threads initiative but also for its resources to aid American designers affected by the pandemic,” added Anna Wintour.
The digital store was launched through Amazon.com and it offers designs of various of American designers like Adam Lippes, Alejandra Alonso Rojas, Adam Selman Sport, Chloe Gosselin, Danielle Frankel, Derek Lam 10 Crosby, Batsheva, Brock Collection, Edie Parker, Hunting Season, Jonathan Cohen, Krewe, Gigi Burris, Morgan Lane, Rebecca De Ravenel, 3.1 Phillip Lim, Tabitha Simmons, Ryan Roche, Tanya Taylor, and Victor Glemaud. In the next few weeks, many more designers are expected to follow the suite. In addition to helping launch the store, Amazon has also donated USD 500,000 to the initiative.
Derek Lam one of the designers speaking in favor of the initiative said “The store is a lifeline which I am so grateful for. Every sale in this capacity will help my business in the future. It will help to preserve the jobs of the designers, artisans, sales and marketing team in my company.”
Another designer, Victor Glemaud said, “When I was approached on joining the storefront I said yes, without hesitation. I heard about it weeks ago, when sheltering in place orders were first being issued. At that time, Glemaud was at his most uncertain, most adrift, and was unsure about how to keep his business going.” He added, “It will be able to introduce my brand to a lot of people who are unfamiliar with it.”