“There is absolutely an opportunity for fashion brands to utilize Amazon as a channel to acquire new ... [+] business," says Envision Horizons' Laura Meyer. Before the pandemic, Amazon already had positioned itself well in clothing retail, with a strong third-party network of fashion brands in its marketplace, some 80 private-label fashion brands, including Amazon Basics and Goodthreads, a try-before-you-buy Prime Wardrobe offer, a nascent fashion influencer program, and its influencer-designed marketplace of street fashion, The Drop, available exclusively in a 30-hour window. “In order to be successful in fashion, Amazon needs to put something in front of or go beyond the search bar. A lifeline for fashion brandsWhile many fashion brands see partnering with Amazon as “sleeping with the enemy,” it is becoming the “enemy” brands have to sleep with in order to survive. In closing, Meyer says, “There is absolutely an opportunity for fashion brands to utilize Amazon as a channel to acquire new business.

Source: Forbes August 16, 2020 15:00 UTC