Coach, Clinique, Kiehl's and more higher-end brands are jumping in and joining the platform, but many remain cautious.
, premium brands that once kept their distance are now seeking out the platform. The most recent is Kiehl’s Since 1851, which launched on
“We’re pleased so far with the engagement that we’re seeing. It’s small, but we’re pleased with it,” she said.Coach isn’t alone. Hugo Boss, Tommy Hilfiger, Levi’s, Adidas, New Balance, Lacoste and Dr. Martens are all selling on Amazon, balancing the benefit of its humongous customer base with the risks of giving up a more direct relationship with the consumer.
“At end of the day — as D-to-C or die fades from conversation and as brands internalize that the right wholesale partners can be powerful partners,” Siegel said. “All too often in retail, the quality of sale erodes long before the actual sale,” Siegel said. “Companies chase revenues that are bad for their business that will cost them more in the future than they will earn today. But the problem is a dollar today looks very attractive, even if it costs two tomorrow.
“They’re going to go where the customer is,” said Olivia Tong, an analyst at Raymond James, of Lauder’s change in strategy. “Amazon has very broad reach from a consumer standpoint, and as we see channel dynamics continuing to shift in North America, it’s important for us to be able to reach our consumers wherever they want to shop,” Travis said, adding that different channels provide different shopping experiences.
Most recently, L’Oréal launched Kiehl’s on the platform, also with the goal of meeting customers where they are, according to John Reed, general manager of Kiehl’s.And Nicolas Hieronimus, CEO of L’Oréal, told the audience at CAGNY in February: “In the end, there are distribution channels where many qualified consumers shop. I guess you’re all Amazon shoppers….
“I don’t know if they truly understand fashion, and my feeling is that they’re not focused on building the business. We had expected to be supported more, and we eventually lost confidence in them. We were banking on more loyalty, and they didn’t deliver.”
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