Are Calvin Klein's Amazon pop-ups dissing department stores?

Retail Dive – Traditionally, the brand releases exclusive collections through department store channels, but the partnership signals the apparel retailer is looking for new growth. Another brand has hopped on the Amazon bandwagon — and analysts still feel mixed about whether it’s a death trap or a chariot to growth.

PVH-owned Calvin Klein Inc. and Amazon Fashion recently announced the Calvin Klein X Amazon Fashion holiday retail experience, available now through Dec. 31. The collaboration includes pop-up shops in New York City and Los Angeles, as well as an online brand store — My Calvins — on Amazon.com. The shops will host special events with celebrities, including supermodel and entrepreneur Karlie Kloss, and comedian and author Lilly Singh.

At the limited-time pop-up shops, customization stations allow shoppers to personalize products with embroidery and shareable social media clips let customers interact with content in real time. Shoppers can take items home immediately, or scan a bar code in the Amazon app to have their items delivered to their home.

Be afraid, very afraid

Ken Morris, Principal, Boston Retail Partners: Fashion brands should be cautious, as what starts out with an exclusive product play may evolve to something much more than that. Amazon has disrupted other categories, such as electronics and department stores, and they have the power to do the same thing in fashion.

Amazon has already launched private label brands and now has exclusive premium brand apparel. If I were an apparel retailer, I would be very afraid…

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