Amazon dominates every market it touches — now it’s coming for fashion Last week, Amazon gave Chicago Bulls shooting guard Dwyane Wade his own boutique of sorts . “Bringing my style game to @amazonfashion with my own online store,” said Wade in an Instagram post blasted to his 9.2M followers. Wade’s Amazon hub houses a suite of brands he’s collaborated with — Mission activewear, Stance socks, Tie Bar accessories — as well as his own sneaker label, Way of Wade. It doesn’t sound revolutionary, but creating a shop strictly made up of one celebrity’s brands is pretty unique — and for Amazon Fashion, it’s really, really smart. Fashion is a huge focus for Amazon, as it looks to become, in its own words , “the best place to buy fashion online.” Retail analysts and fashion industry veterans have been doubtful of Amazon’s ability to seduce the fashion customer, because, well, nothing about Amazon is very fashion. “Its front-end experience is not currently optimised for merchandising emotional products, while its association with discounting turns off luxury brands,” wrote Richie Siegel for Business of Fashion. “Although practical items like socks and trainers might be top sellers on Amazon, many still question whether the site will ever be capable of conjuring the dream required to sell thousand dollar dresses and bags.” A Gucci bag on Amazon Fashion vs. Net-a-Porter, the leader in luxury fashion e-commerce. Emotion is the essential differentiator between slinging apparel (which Amazon is pretty good at) and selling fashion (which Amazon is not yet very good at). Think of it like this: apparel is utilitarian problem solving (“I need socks”), while fashion is subjective self-expression (“I need to look good for this job interview”).
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