When Amazon chief executive Jeff Bezos announced the company was ready to make a "significant" investment in the fashion category under its own name, Amazon Fashion. At the time, Beaudoin was running the Gap's Piperlime shoe site, which she co-founded.
She told CNN Money of her reaction to Bezos’ proposition, "It's was [a] no-brainer, as a customer, to buy everything on Amazon, but I had never bought clothing or shoes." The company has now focused on signing contemporary and high-end brands, including Michael Kors, Vivienne Westwood, Catherine Malandrino, Jack Spade and Tracy Reese. Beaudoin's existing portfolio of apparel companies owned by Amazon includes Shopbop and Zappos.
Despite comments made by analysts and executives of brands like Alexander McQueen and Louis Vuitton that the website's mass market appeal is not the right platform for luxury goods, Beaudoin is forging ahead. The Amazon Fashion team now shoots 3,000 fashion images a day in a studio using patent-pending technology. They have also hired models, makeup artists and stylists, according to WWD. New items can be placed on the website just hours after being shot.
Beaudoin is committed to a multi-channel launch approach for the site, telling WWD that Amazon Fashion’s recently televised fashion campaign was to “create greater awareness,” of what the site offers: editorial shoots, a wide range of brands, and social platforms, the sum of which Beaudoin describes as an “immersive experience". "Because we know our customers are everywhere, consuming media across the board — online, media, print, TV or even two or three at once — we want to be where they are.”