Over the years, Amazon has challenged the traditional brick-and-mortar model, redefined the books landscape, and gone all-in with original programming. Now, the retail giant is foraying headfirst into fashion.
Amazon, which owns the labels Society New York, Lark and Ro, Scout and Ro, Franklin and Freeman, Franklin Tailored, James and Erin, and North Eleven, has released 1,800 products, ranging from women’s clothing and bags to children’s clothing and men’s tailored apparel.
Amazon sees its fashion arm playing a similar role to Amazon Basics, where it sells home-brand electronics. Through these new labels, the company will supply products that third-party sellers are not providing to Amazon’s 300 million customers.
Starting with the acquisition of online clothing retailer Shopbop in 2006, Amazon has been taking smaller fashion ventures under its wing. It went on to scoop up My Habit and East Dance too. In an attempt to further its presence in the world of fashion, Amazon also sponsored the New York Men's Fashion Week for the first time last year.
The $250 billion clothing and accessories industry in the US is a hotbed for the e-commerce company. By next year, Amazon is expected to surpass Macy’s and become the top clothing seller in the US. The online shopping behemoth will most likely enjoy higher margins and profits with private labeling than it does being a front for big brands like Calvin Klein and Levi's now.