All signs point to Amazon ramping up its efforts when it comes to fashion. It has eight brands already in development within its private-label stable, and has begun tapping influencers to help it promote those products. It is bringing fashion brands on board to officially partner on its site and recently launched an app – a mix between Instagram and Pinterest – to push its fashion offerings even further.
And as of this week, it provided a sneak peek at some pretty atrractive offerings, courtesy of The Fix launched, its own shoe and bag brand that is available exclusively for its Prime customers.
According to Glamour, The Fix “opened up shop with 45 styles, starting at $49 (for a clutch) and capping out at $139 (for a top-handle satchel). The big draw, though, is its wide selection of seasonally appropriate footwear, which include any and every iteration of the cross-strap slide, block-heeled mule, lace-up ballet flat that any budget- and trend-conscious shopper might be in the market for.” The flat is a dead ringer for one that Miu Miu showed not too long ago.
Not only is Amazon pushing affordable wares, it is looking to the runway for inspiration – a tactic that has proven hugely successful for Zara and co.
Katie Dimmock, director of Amazon Fashion, told Glamour that "trend-obsessed" shoppers are exactly who Amazon is targeting. "[Amazon Fashion] respond to the trends that [the customer] responds to—because of all the growth that’s happening with Amazon Fashion in general, we’re having this conversation with her… [and we can] respond to trends that she’s loving, give her more of them, and give her options at a great price point."
If any company can give Zara – whose parent company Inditex is the largest apparel retailer in the world – a run for its money, it is Amazon.