Andrea Felsted, Columnist

Sorry, Amazon. Kim Kardashian Is Now a Store

Instagram is letting people buy a handful of brands from a select group of influencers. A lot depends on whether this flies with luxury brands.

June 1, 2019 at 5:00 AM UTC

By Andrea Felsted

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Getting us all a lot closer to shopping utopia.
Photographer: Alexander Tamargo/Getty Images North America

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Luxury fashion is getting ready for its selfie. If it likes what it sees, the global apparel market could become a battle of the Everything Store against the Everyone Store.

Selling on Instagram is no longer just the province of retailers. A small group of influencers, including Kim Kardashian West, can now join in. And a new feature, Checkout, makes shopping much more convenient.