Over the past three years, Amazon Fashion president Christine Beauchamp elevated the e-commerce juggernaut from selling mainly dowdy basics to a bonafide style destination.
Under Beauchamp’s tutelage, Amazon in May teamed with Vogue and the Council of Fashion Designers of America to launch a digital storefront featuring looks from independent luxury designers, upping its cachet among the fashion elite.
The effort was the latest from Beauchamp’s work developing Amazon Fashion’s growth strategy, encompassing everything from developing in-house private brand labels, expanding the platform’s retail partners, and testing new marketing tactics.
Beauchamp, with previous roles at Ralph Lauren, Ann Taylor, and Victoria’s Secret, among others, spearheaded programs like Prime Wardrobe’s "try before you buy" service and Personal Shopper. She also helped bring “Making the Cut” to Amazon, a fashion competition show hosted by Heidi Klum and Tim Gunn of “Project Runway” fame.
Her work is not only paying off — it's quickly establishing her as one of Amazon’s most powerful players. In December, Jeff Bezos appointed Beauchamp to his elite “S-team,” making her one of three women within the 22-person group.