What does Amazon Fashion offer?
Surely by now, you all know what Amazon and now
Amazon Fashion is, but in case there is still a straggler here, I will tell you
briefly.
Amazon is an American company that sells online a large
number of products of many categories, even incorporating, at present, a
platform for the reproduction of movies and online series.
Since its inception in 1994, it has led to an incredible
increase, becoming the largest online retail store globally.
But the section that brings us here today is Amazon
Fashion, the store's fashion category, through which clothing
and accessories from countless brands are sold, including Amazon's own brands
in recent years.
In addition, as I have commented on previous occasions,
due to the hard months of confinement without being able to leave home, the
number of purchases we make online has increased significantly, becoming one of
our favorite methods, thanks to the facilities, the convenience and, in the
case of Amazon, the speed of delivery of the goods.
Own brands
Amazon Fashion has a total of 103 own brands globally,
of which five have been launched in Europe: Truth
and Fable, a women's brand with fashion for parties and special
events; Find is a type of clothing
with a more urban style focused on current fashion; Meraki, a brand that offers
essential fashion items; Iris & Lilly,
the Amazon Fashion lingerie brand in Europe; and, finally, Afrique, a line of sportswear
and Athleisure.
The own brands of this online store can be divided into
two categories:
On the one hand, we find that type of brands that are
directly associated with the company, such as Amazon Basics, household
products; Amazon Essentials, both men's and women's clothing; or
Amazon Collection, jewelry items.
On the other hand, we have those more anonymous brands,
whose name is not directly associated with Amazon, such as the five mentioned
above or Simple Joys, a children's fashion
brand; Goodthreads, men's
fashion; o Daily Ritual and Lark
&Ro, women's fashion.
Internationally, Amazon began to launch its fashion
brands in 2014, presenting a total of five lines until 2016. The year 2017
was the boom of this industry, spreading up to 54 brands, slowing down from
2018 to the present, with a total of 44 new firms.
In addition to the aforementioned own brands, Amazon
sells a total of 105 brands known under the name of “ Amazon
Exclusive ” with the so-called private
labels, third-party firms that sell on their own website and
physical store and exclusively for Amazon, who finds a market opportunity by
offering offers at a lower price.
Many people wonder how it is possible that a tycoon
selling third-party products has risked launching his own brands, with the
difficulties that this can entail, and may even make it difficult to obtain
external brands for fear of competition. Well, the managers of the Amazon
The fashion section have recognized that they have embarked on this adventure
as a the complement to the other brands that sell on their website, focusing on
offering good quality products at the best price. In addition, they have
the added the facility of directly knowing the opinions of customers, so they
know that they are looking for a greater offer, with more styles and more
colors.
All this gave way to Amazon Fashion, a series of brands
positioned between the basic and average range.
Amazon Fashion Connect
As a result of the difficulties derived from the current
situation due to the coronavirus pandemic, Amazon, together with Mercedes
Benz Fashion Week Madrid, have launched the Amazon Fashion Connect initiative,
through which they intend to give greater visibility to different Spanish firms
, which have been affected due to the terrible situation in which the sector
finds itself.
Both companies have decided to give these brands the
opportunity to tell their story and show their collections, also offering the
convenience and speed of selling through Amazon.
This new online store option can be found on five of
Amazon's European websites, among which are: Spain, France, Italy, Germany and
the United Kingdom; Through which the Fashion Week shows will also be
broadcast live.
We are in a difficult time for the fashion industry, as I
have already mentioned, but thanks to this type of projects offered by large
companies, they make the situation a little easier for us.
There are some speculations that affirm a possible
opening of physical Amazon Fashion stores. There is no exact news about it
yet, but, for my part, I would love to be able to personally thank this company
for this type of initiative, which is making the difficult time we are going
through more bearable.