Why women’s clothes retailer, Anthropologie, has outsourced its e-commerce to a cloud computing provider.
“We wanted to expand further and the most logical option was a partnership with Amazon,” says Hughes. “The partnership allowed us to focus on our core skill – retailing. Cloud computing offers us the ability to scale our operation quickly and economically as required in response to trading conditions.”
Cult bohemian fashion store Anthropologie defied a global recession to open its first London store in October. And while the 11,000 sq ft space in Regent Street represented the brand’s first strategic move into the highly competitive European fashion market, the website anthropologie.eu had to make a similar impact online.
Several major names do rely on the cloud for their e-commerce operations. US retail giant Target, which recorded more than 23.2m users in April this year, is one of the biggest corporate clients for Amazon’s Enterprise Services, which provides order fulfilment for the company, and it has been working with Target since 2002. In the UK, the e-commerce platforms of high-street favourites Mothercare and Marks & Spencer are also powered by Amazon.