Next year Amazon UK has plans to open a 46,000 square foot fashion photography studio.
Based in Shoreditch the new store is opening to help boost the fashion business and rival online fashion competitors, ASOS, Farfetch and Next.
The internet retailer is opening the fashion photography studio in London, which will provide images for its fashion business across the continent.
Sergio Bucher, vice-president of Amazon Fashion EU, said: “Fashion is one of the fastest growing businesses for Amazon across Europe and the creation of this new studio illustrates both our ambitions in this area and our dedication to providing a first-class customer experience.”
“Our new studio will enable us to produce high volumes of top-class photography by employing great talent in one of the leading fashion capitals of the world.”
The studio is to be rented from Transport for London which is situated within the railway arches in Hoxton, and has hopes to help fight for market share as the company is focussing more on the fashion sector. The new space is set to be one of the largest of its types in Europe.
The new store opening in London comes after Amazon opened a similar size studio in New York last year.
Traditionally Amazon started as an online book store, and it wasn’t until 2008 did they start to sell clothes. The business decision to sell clothes on Amazon.co.uk has paid off tremendously, just last year more than one million fashion items were sold in a week in the run up to Christmas. This success is potentially down to the fact that Amazon has signed up more than 100 brands in 2014, including the likes of luxurious labels such as Gucci, Vivienne Westwood, Armani and Hugo Boss.
“These brands place a great deal of emphasis on how their collections are represented in the media,” Anusha Couttigane, fashion consultant at retail analysts Conlumino, told CNBC. “If Amazon is seeking to compound its offer at the designer end, it needs to demonstrate that it has the best platform through which these highly selective brands can be sold.”
Amazon plans to open the studio in the summer of 2015.