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Amazon is determined to be a fashion destination

Nearly everyday we read a headline about Amazon (NASDAQ: AMZN) and their clever ways of pushing boundaries, bringing us closer to the future of seamless shopping. It also seems Amazon is infatuated with becoming a key destination when it comes to fashion.

Earlier this year they launched 7 in-house brands that are sold via the US Amazon site. The brands cover womenswear, menswear, kidswear and men’s footwear at inexpensive Amazon prices.

  • Lark & Ro (women’s contemporary & active)

  • Franklin& Freeman (men’s footwear)

  • Franklin Tailored (men’s suiting)

  • James & Erin (women’s contemporary)

  • Society New York (women’s contemporary, handbags and accessories)

  • North Eleven (women’s hat & gloves accessories, plus sweaters/ponchos)

  • Scout & Ro (Kidswear)

Amazon is also showing headway with brands, as we have been tracking more brands selling them directly, like Calvin Klein (NYSE: PVH), Kate Spade (NYSE: KATE) and Lacoste. As they continue to invest in brands joining them and developing their own brands, fashion does require key marketing strategies, which they are also ramping up.

As content continues to be king across channels, Amazon launched a live show earlier this year, “Style Code Live”, which airs on weeknights at 9 pm EST on While the hosts, Lyndsey Rodrigues, Rachel Smith, and Frankie Grande talk about key trends and “how-to-looks”, consumers can find the products on the same page and shop them. Like other talk shows, featured guests stop by the show. They also signed Italian Blogger, Chiara to be the European ambassador for a fashion forward campaign.

Jane Hali & Associates View

Amazon this year alone is quickly ramping up its apparel business at a time that department stores and malls are having difficulty bringing in traffic and sales. E-commerce continues to show signs of growth across different age groups, so it comes as no surprise that Amazon aims to take share.

For brands who are joining Amazon directly, it has opened up a new very important e-commerce venue for them. We expect AMZN to succeed in fashion, first with the moderate/better customer. To take share at the higher end we feel the imagery and layout need to change.

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