Anusha Couttigane, fashion consultant at retail analysts Conlumino, said opening a photography studio was "curious move" for Amazon, "as it is quite a sizable investment in what is already a highly penetrated market".
Major players in Europe's online fashion market include Asos, Net-a-Porter and Zalando – Europe's largest online fashion retailer – which debuted on the Frankfurt stock exchange in October.
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But Amazon is keen to get a slice of the action, becoming an official patron of the British Fashion Council in September. In a release, the retailer said it had signed up over 100 fashion brands since the start of this year, including Emporio Armani, Ted Baker and Vivienne Westwood, and had also started to enter into exclusive deals with designers. It recently launched exclusive collections with British designers Osman and Solange Azagury-Partridge.
This focus on premium brands shed light on Amazon's investment in a state-of-the-art facility, which Couttigane said "will help to get high end brands on side".
"These… brands place a great deal of emphasis on how their collections are represented in the media," she 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."