Christine Beauchamp amazon

Christine Beauchamp is taking the reins at Amazon Fashion, WWD has learned.

An Amazon spokeswoman said: “We’re thrilled to have Christine Beauchamp join as president of Amazon Fashion. She will be leading our fashion business and we look forward to having her on-board next month.”

Beauchamp brings to the e-commerce giant a wealth of fashion knowledge. Most recently she’s been working with The Boston Consulting Group, but before that, she was global brand president of Lauren, Chaps, American Living and Ralph at Ralph Lauren Corp. and ceo of Victoria’s Secret Beauty at L Brands Inc. She has also been a visiting professor in fashion business at New York University.

At Amazon, she takes over from Cathy Beaudoin, who left the company recently having helped build it into a powerhouse.

The e-commerce giant has been keenly focused on fashion, launching a number of private label brands, introducing a live-streaming style show that looks something like HSN and working generally to reinvent the category for the digital age.

Amazon, which research has shown is the starting point for 55 percent of all product searches on the web, is also looking further afield and has the power and desire to change shopping.

The company in April introduced the Echo Look, an artificially intelligent style assistant that takes voice commands and has a hands-free camera. Amazon has also been peering into the future with an eye toward automation and has received a patent for on-demand apparel manufacturing.

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