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Amazon Says Its Fashion Strategy Doesn't Involve Luxury Brands

Photo by Driely S.

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Amazon has been working for years to become an online fashion destination, acquiring sites like Shopbop and Zappos while focusing on its own Amazon fashion section. Even though the rumors that Amazon would buy Net-A-Porter didn’t pan out, Business of Fashion investigates Amazon’s long-term strategy for fashion. "We’re in it for the long haul," Amazon exec Jennie Perry told BoF. "We’re really invested in this industry."

A major component of the strategy appears to be sponsorships of fashion events. Amazon will sponsor New York’s first-ever men’s fashion week this month, and has sponsored the Met Gala, and sponsorships like these seem to be an attempt to win over brands. "From the outside, it looks like these [sponsorship] moves are mostly to try and gain credibility with brands," Talmage Advisors analyst Liz Dunn told BoF. "[Amazon Fashion’s] long-term success is going to have do with whether or not they can get fashion brands to sell to them. Amazon is the low-price leader and price promotion is a big worry for brands. Amazon also has to convince brands that it’ll bring something more to the conversation than just great distribution. It needs to begin building online shopping environments that offer brands in an attractive light."

With a state-of-the art photography studio in Williamsburg, Amazon’s been working to upgrade the experience of shopping for clothes and accessories on the site. Brands like Lacoste, Rachel Zoe and Theory are sold on Amazon, but luxury brands remain elusive.

Amazon claims that’s by design. "There has been lot of speculation on us entering the luxury market and that is just not something that we’re focused on right now," Amazon's Perry told BoF. "What we are focused on is developing an experience for our large customer base. That customer seems to have a great appetite for many things."