Amazon is planning to step up its assault on rival online fashion retailers such as Asos and Next with the opening of a 46,000-square foot fashion photography studio in Shoreditch next year.
The move comes as Amazon has been boosting its fashion efforts, signing up more than 100 brands in 2014, including Hugo Boss and Gucci.
Asos has grown a strong position in online fashion generating nearly £1bn in revenues last year across nine markets including the UK, France and Germany.
“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,” said Amazon Fashion vice-president Sergio Bucher. “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.”
Amazon’s studio will be located in the former glass studio on Geffrye Street, Hoxton, when it opens in summer 2015.