Amazon Seems To Be Entering The Fashion World Too.

For Amazon, it's just for the rest. clothing It is not enough for a brand to provide a sales platform. The US electric giant is preparing for its own dress, perhaps. Fast fashion The strong competitors of brands.

Although there is no specific plan to enter the fashion industry, Amazon's own brand clothes have been quietly launched.

Amazon already has seven clothing brands, covering men's clothing. Women's wear Women's bags, children's clothing and so on 1800 fashion products. However, the names of these brands will never be reminiscent of Amazon: Franklin&Freeman, FranklinTailored, James&Erin, Lark&Ro, NorthEleven, Scout&Ro, SocietyNewYork, and other fashion brands that are based on Amazon platform. Obviously, Amazon does not want to publicize its moves in the fashion world.

Last October, Jeff Josisin, vice president of Amazon fashion department (Jeff. Yurcisin) revealed at a summit that Amazon will build its own clothing brand. "For Amazon, customers love brands, we also have many brands, which is a large part of the Amazon business share, but some customers like brands are always reluctant to sell on Amazon platform. We will produce similar products to make up for it." Josiah is also CEO of Amazon's fashion shopping website, Shopbop.

Amazon, a book seller, has been trying to transform technology companies from fashion.

Since ten years ago, the electronics giant has been trying to enter the luxury market. Shopbop, which was bought in February 2006, is a female e-commerce website based on clothing designers. Amazon hopes to enter the luxury market. In 2009, it bought the largest online shoe store Zappos in the United States at a high price of more than 1 billion dollars, and then built a shopping website endless.com and MyHabit (the former was closed in September 2012, and the business was integrated into AmazonFashion).

Not only that, in order to sell more fashions, Amazon built a world's largest photo studio in the Brook forest region of New York, and built a more than 4200 square meter studio in Hoxton, a gathering area in Eastern London. They also try to win word of mouth through sponsorship and try to get close to fashion circles. In addition to sponsoring the New York Metropolitan Museum of Art charity dance (MetBall), Amazon is also the sponsor of the first New York men's wear week. In addition, they are also organizing events at some top fashion design schools to award the fashion stars.

But things were not as smooth as they imagined. After all kinds of efforts, Amazon still failed to connect people with "fashion". Fast fashion brands like H&M and Forever21 rarely appear in Amazon. People often see CalvinKlein, Coach, MichaelKors and RalphLauren, which do not usually sell new products on Amazon. Luxury magnates are not buying. LouisVuitton Eve Cassel CEO (YvesCarcelle) once said publicly: "LV's products will never be sold on Amazon website." For fashion brands, regardless of user experience, brand image or marketing rhythm, doing business on Amazon seems to be a matter of "dropping powder".

Amazon is also aware of this problem. In 2015, after the market value officially surpassed the traditional retail alligator WAL-MART and became a new giant in the world's retail industry, Amazon hoped that the fashion category could bring further growth. After suffering from the luxury brand's cold reception, Amazon wants to make some adjustments to the strategy in the fashion industry. Jenny Perry, chief marketing officer of JenniePerry, said in an interview last July, "we will focus more on providing better shopping experience for mainstream consumer groups."

This time, Amazon turned its target to a broader market of fast fashion. From the current self brand clothing, the design is biased towards basic funds, and the price is roughly the same as that of UNIQLO.

From luxury to fast fashion, Amazon's transformation is actually traceable. In the whole 2015, despite the adverse factors such as rising costs, global economic downturn, fierce competition in the industry, and electricity supplier shocks, the sales performance of fast fashion brands continued to improve.

For example, because of the impact of sales promotion, the market capitalization of Zara parent Inditex group briefly exceeded Nike in August last year, reaching 109 billion US dollars. UNIQLO's condition is also quite good. Although sales in North America caused a headache to the group, the sales volume of UNIQLO in fiscal year 2015 was about $16 billion 817 million, supported by greater China and the local market, up 21.6% over the same period last year.

Over the past ten years, fast fashion brands have taken billions of dollars from other retailers, and their business models are in line with Amazon's electricity supplier genes. Amazon has tracked and collected a large number of consumer data, which can respond quickly to popular shopping trends, and its own clothing brands can make good use of this advantage. Moreover, with the large-scale logistics network, Amazon can make the delivery and return process seamless. At the same time, the garment industry has always been consistent with Amazon's high expectations for high performance.

In fact, from the beginning of 2002, the business has been the fastest growing category on Amazon's e-commerce platform. Cowen, a market research firm, released a report in July last year that Amazon's clothing sales in 2015 will reach $16 billion and is expected to exceed 2017 Messi s (Macy) and become the largest clothing dealer in the United States.

Of course, in the changing fashion world, the low price and convenience generated by the electronic business platform can not bring enough attraction. Any successful fashion brand must accurately and quickly grasp the trend of fashion. This is a big challenge before Amazon.

In their latest recruitment revelations, executives, senior brand managers, senior purchasing managers, and senior purchasers in marketing promotion are shown to build a team for Amazon's own brand. For the Senior Product Manager position, Amazon describes it in the hope of finding a candidate who is passionate about discovering and understanding consumer needs.

For Amazon, with its consistent brand image, it is not easy to enter the fashion industry. But from another perspective, since people will buy clothes in WAL-MART, it is probably the same in Amazon.