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John Boumphrey

vice-president, Amazon Fashion Europe

John Boumphrey took the helm as vice-president of Amazon Fashion Europe in September last year from his previous role as vice-president of the online giant’s consumables programme.

Boumphrey has made strides towards his goal of making Amazon “customers’ most-loved fashion destination”. It has partnered with global influencers on limited edition collections throughout 2019. Co-designed by social media stars such as Patricia Bright and Leonie Hane, they were made to order and available for 30 hours or less.

In June, Amazon unveiled the “Stylesnap” feature in its app that finds clothes by analysing an uploaded photo. The artificial intelligence-powered function searches Amazon’s inventory for the closest match to a customer’s photo.

Amazon also launched its first experiential online and offline shopping experience in October. Destination Denim, an interactive shopping event held in Berlin, was designed to help customers find the perfect pair of jeans. It included concerts from stars such as former One Direction member Liam Payne and singer Jorja Smith, a digital catwalk and a voice-activated styling experience.

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