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Amazon Teams Up With Luxury Merchant to Sell $7,000 Ball Gowns

  • Deal with Moda Operandi gives Amazon brick-and-mortar presence
  • Partnership could help online giant become a force in apparel

Amazon.com Inc. built a $100 billion business giving online shoppers convenient access to low-cost books, HDMI cables and paper towels. Now it wants to help them buy $7,000 silk pleated ball gowns from designer Oscar de la Renta.

Amazon is teaming up with luxury clothing merchant Moda Operandi to create a seamless shopping experience that starts at Moda’s Web store and finishes at its New York or London emporiums. Amazon’s smartphone app alerts sales associates when a shopper has arrived to try on clothes selected online, which can then be paid for using the customer’s Amazon account.