New High Fashion? Or Just Another Deal

By Valeria Gamiz

Amazon recently made a big splash into the world of fashion, launching an exclusive designer section on the mass retailer’s website. Amazon Fashion claims to be a one-stop destination from head-to-toe style, offering brands like 7 For All Mankind, Rebecca Minkoff, Tracy Reese, Kate Spade New York, Hudson, Joe’s Jeans, Pringle, Eva Franco, Mimi Holliday and Princess Tam Tam, among others. Amazon is forming partnerships with major fashion icons such as 10 Crosby Derek Lam.

Jeff Bezo, Amazon CEO

When I started looking into this “new” Amazon Fashion Campaign I’m not really sure what to think about it. I have some mixed feelings if Amazon should be related to Fashion or just related to books. But on the other hand they created a pretty cool video for this upcoming spring season. Watch the exclusive video here:

In 2011 Amazon introduced a flash sale site, Myhabit, based on a model to compete with Gilt Groupe, Rue La La etc, stating that the company’s new effort is not about selling clothes at deep discounts but at prices that ensure “the designer brands are happy.”

My Habit
Photo Cred:
My Habit
Photo Cred:

They have purchased a 40,000 square foot studio in NY based in Williamsburg, which is very well know for being a “cool” spot. They will be sharing it with Shopbop and Myhabit, which are both owned by Amazon.

Amazon Fashion
Photo Cred:


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