Home Apparel market Amazon’s extreme fashion makeover pays off

Amazon’s extreme fashion makeover pays off


When Amazon tried to break into the fashion industry five years ago, many skeptics doubted the e-commerce giant could be considered a place to buy a basic hoodie in the same basket as the most popular items. trend of the season.

Fast forward and Amazon may still not be the first place most people turn to for the latest trends – but the ecommerce giant is making a name for itself. Items from Elle, WhoWhatWear, Forbes and other outlets alert customers to the best items available in Amazon’s fashion and luxury markets; and last week, Amazon unveiled its third annual celebrity show featuring Rihanna’s lingerie brand Savage X Fenty.

The fashion show, opened by acclaimed model Cindy Crawford and featuring a cast of models and performers including Ricky Martin, Gigi Hadid and Troye Sivan, is available exclusively on Prime Video. While watching the fashion show, viewers can purchase products directly from links in the video, as part of Amazon’s experimentation with “tCommerce” as it rolls out its own branded TVs.

See: Amazon aims to enable purchases from TV screens via ‘tCommerce’

According to exclusive data from PYMNTS, Amazon held almost 16% of the overall clothing and apparel market share in 2020, up from 9.5% in 2019 and just over 7% in 2018. As for e-commerce, Amazon owns 45% of clothing shares. and clothing sales, up from around 41% in 2019.

Granted, some of the growth is likely to come from the accelerated adoption of e-commerce over the past 18 months, but Amazon has also taken some strategic steps in recent years that have positioned it to capitalize on the digital desires of consumers. . In 2017, for example, the company launched Amazon Prime Wardrobe, a trial service that allows customers to order shoes, clothing, and accessories at no upfront cost; and last year, Amazon launched a personal shopping service for men similar to Stitch Fix, an extension of a similar service for women.

Read more: Amazon launches men’s shopping service for $ 4.99 per month

Looking for luxury

This month also marks the first anniversary of the launch of Amazon Luxury Stores, which allows designers to sell items as a ‘store within a store’ experience, with each brand independently choosing inventory, selection and pricing. .

Although initially launched as an invitation-only experience, Amazon earlier this year opened the doors to all consumers and quickly added new labels including beauty products Chufy, Mira Mikati and Pietro Simone. Customers also have access to a dedicated customer service hotline, and each luxury brand offers certain items exclusive to Amazon luxury stores.

Read also: Amazon Upgrades Luxury Market With Glossy Ads For Designers And Customers

In a recent tracker, PYMNTS found that online luxury shopping increased by 39% globally in April and May 2020, with online retail sales expected to account for 25% of total luxury purchases by 2025. In 2019, online sales accounted for 10% share.

In front of Walmart

While Amazon’s apparel efforts have paid off, retail rival Walmart has not been so fortunate. The box store giant has seen its clothing and apparel market share increase by 4 percentage points since 2016, although this is less than half of the increase of more than 11 percentage points in ‘Amazon.

Walmart is showing signs that it wants to get more stylish, however. In March, the retailer hired designer Brandon Maxwell to serve as the creative director of two of its private labels, overseeing four seasonal collections each year. And over the summer, Walmart signed a deal to bring children’s clothing and accessories brand Justice to about half of its stores and website in the United States.



On: Eighty percent of consumers want to use non-traditional payment options like self-service, but only 35 percent were able to use them for their most recent purchases. Today’s Self-Service Shopping Journey, a PYMNTS and Toshiba Collaboration, analyzes more than 2,500 responses to find out how merchants can address availability and perception issues to meet demand for self-service kiosks.