Amazon has struggled to gain traction in the fashion industry for years, but has launched a slew of own-brand labels in its latest salvo. Will it be a game-changer?
The e-commerce giant made its first foray into fashion in 2002 by partnering with retailers ranging from Gap to Footlocker, but almost 15 years later Amazon is still not seen as a fashion destination for most consumers.
But this could change as Amazon invests in seven own-label fashion brands, which were uncovered by KeyBanc Capital analyst Edward Yruma via their European trademarks.
Yruma says customers' engagement in fashion on Amazon remains low, with only 15% of its active customers shopping for fashion products on the site. But he revealed Amazon may be further along "to develop a private-label business than we had previously expected".
The seven private labels (see below) are selling around 1,800 products between them and Lark & Ro even has its own Amazon store.