Amazon leverages Refinery29 and celebrities to capture holiday spotlight

Refinery29 and Amazon Collaborate on Holiday Pop-Up Shop in New York City

In a move to bring online shopping and the holiday spirit together, Refinery29 and Amazon have launched a holiday pop-up shop in the heart of New York City's SoHo shopping district. The event, which opened at the end of November and will run until December 15, offers a unique shopping experience that combines the curation of fashion and lifestyle experts with the convenience of online retail.

The pop-up features merchandise curated by influencers like Jamie Chung, Sai de Silva, and Gaby Dalkin, as well as Refinery29's fashion and lifestyle editors. This collaboration aims to provide a fun, interactive shopping experience for customers, with items shipped straight to their doors.

According to Carmen Nestares, chief marketing officer of Amazon Fashion, the tie-up with Refinery29 is part of Amazon's strategy to bridge the gap between online and offline shopping. "We are excited to partner with Refinery29 to create a unique shopping experience for our customers," Nestares said.

Despite the rise of online shopping, traditional department stores still play a significant role in the retail industry. Most retail sales are still conducted offline, with 88% of shoppers making in-store purchases in the past month. However, the convenience of online shopping has not been ignored, with 59% of shoppers making online purchases in the same period.

Amazon's five-day sales over the Thanksgiving to Cyber Monday weekend broke records, highlighting the growing importance of online retail during the holiday season. This year, stores with buy online, pick up in-store options could be especially advantaged due to fewer days between Thanksgiving and Christmas.

Amazon's dearth of physical stores is often seen as a liability when it comes to marketing. However, the company has previously collaborated with celebrities like Mariah Carey and Chris Pratt to curate dedicated pages of goods on their site. The Refinery29 pop-up event is another example of Amazon's efforts to create unique shopping experiences that attract customers both online and offline.

A survey revealed that 55% of respondents are Amazon Prime members, indicating a growing preference for the convenience and speed of Amazon's delivery service. Amazon's Prime members are especially inclined to head to stores, with 44% of shoppers likely to shop in-store at least once a week.

The Refinery29 pop-up shop in New York City's SoHo is a testament to the growing synergy between online and offline retail. As the holiday season approaches, it is clear that both traditional department stores and online retailers are adapting to meet the needs of shoppers, providing a seamless shopping experience that combines the best of both worlds.