In a move of utmost discretion, the American retail giant is unveiling a revolutionary platform that brings together various luxury labels and fashion houses. Known as VRSNL, short for “Versional,” this unique e-commerce platform was launched in September and is operated by Zappos, an online clothing retailer that has been a subsidiary of Amazon since 2009.
The VRSNL website offers an extensive selection of ready-to-wear fashion and accessories for both men and women. It currently features pieces from about thirty renowned fashion houses, including Bottega Veneta, Prada, Gucci, Stella McCartney, Lanvin, Alexander McQueen, and Dolce & Gabbana. Additionally, there are plans to introduce a children’s category in the near future. VRSNL also has its own dedicated app, making it even more accessible to fashion enthusiasts.
While the platform prides itself on being inclusive, with a wide range of designers who embrace different fashion styles, it also incorporates an editorial aspect through its “The Remix” section. This section is dedicated to brand content and further enhances the overall shopping experience for users.
For luxury brands, engaging with the Amazon marketplace has always been a controversial topic due to concerns about counterfeiting and the platform’s generic ecosystem. However, VRSNL could potentially bridge this gap by serving as a secure and closed environment for luxury brands to test the waters. By providing a dedicated platform with guaranteed services, such as two-day delivery in the United States, VRSNL could entice major luxury brands to join its roster and gain influence within the industry. This situation is reminiscent of Alibaba’s luxury e-shop, the Luxury Pavilion, which recently added Kenzo to its premium selection and operates on the principle of cooptation.
Overall, VRSNL offers a promising opportunity for both luxury brands and fashion-savvy consumers to come together in a curated and secure digital space, expanding the accessibility and reach of luxury fashion.
Useful links:
– [VRSNL Website](https://www.vrsnl.com/){: target=”_blank”}
– [Zappos](https://www.zappos.com/){: target=”_blank”}
