Look At Amazon'S Fashion

Amazon has sponsored the first New York men's wear week. Is this the olive branch it throws in the fashion world?

How does the fashion industry plan to play?

The United States, New York, echoes in the Loft style.

The clicking sound in the studio is exactly the same as the clicking sound that can be heard in the fashionable offices all over New York: the sound of Manolo Blahnik high heels on the polished floor.

But at the moment they are wearing 51 Beaudoin Cathy Beaudoin.

It was in mid June, and she traveled from Seattle to Broolyn to visit her creative headquarters of Amazon Fashion, President of the company.

The Department of the online giant is the main sponsor of the first New York men's wear week to be held next week at Skylight Clarkson Sq square in Manhattan.

But at the time, he was concerned about a shoot for the venue.

A fashion stylist is sitting next to a dress full of "surfing and skateboarding" labels, squatting down the ruffles of a man's model shorts.

"We used to do all the filming in an operation center in Kentucky," he said, adding that "attracting talent is too difficult."

Amazon hopes that Monday evening this company's gathering at a studio pformed by a glass factory near the the Wythe Hotel will bring talent.

The studio is holding a photo exhibition of Erik Madigan Heck, which is hosted by Steve Kolb and chief executive officer of the Council of Fashion Designers of America (CFDA), Eric Madigan Heike.

But the activity of that week is not enough. CFDA now needs to subsidize some of the expenses of the editor's international travel.

More importantly, only seven (including Nautica, Tommy Hilfiger and Perry Ellis) sell products on Amazon's website, with 43 mature brands holding T shows and conferences.

The other 18 brands, including Rag&Bone, Public School and Billy Reid, are sold through other platforms, such as East Dane and MyHabit, under Amazon's fashion business.

In addition, Amazon also owns women's clothing retail companies Shopbop.

Part of the mission is to narrow the gap.

She pointed out that Amazon has mastered a large number of consumer data, and in today's jargon, its fashion business is trying to use this information to improve user experience.

The omnipotent algorithm has pushed Amazon's website to the dominant position in many retail sectors, but it has struggled in the contemporary fashion market that understands, predicts, and develops rapidly.

In the book and film industry, the volatility of best sellers is small.

Although there are always new books entering the market, the demand for Harry Porter remains stable and reliable.

"In the fashion industry, inventory will be out of date in four months," he said. "Our algorithm is not developed for seasonal purchase."

It is also difficult for consumers to think of Amazon as a fashionable shopping destination, though the platform has more than 2500 clothing brands, including Theory, BCBG Max Azria and Stuart Weitzman.

Retail is "the biggest source of profit for Amazon," said Josh Wilson, analyst at Edward Jones (Josh Olson). "Clothing is a big part of it."

He also added that sponsoring New York men's clothing week "reflects the importance of clothing to its overall business".

Although many fashion companies are attracted by the tremendous radiation force of Amazon (Amazon.com), over 40 million consumers in the United States have bought clothes, shoes and accessories on the Amazon.com website over the past 12 months, but because Amazon is more of a basic platform than a boutique, many companies are worried that their brands will be tied to it.

For example, after negotiations, Lacoste did not start selling its iconic polo and other products on Amazon until February.

Lacoste Todd Bernstein, a senior vice president of wholesale business in the US, said: "as a European brand, we need to ensure that we can convince European shareholders that Todd Bernstein will maintain the brand status."

The concerns of these companies are mainly about the presentation of products on this website and their pricing.

Legally speaking, wholesalers can not insist that retailers sell goods at a specific price.

But companies like Lacoste don't want to buy a brand that can be sold at a discount (Amazon's books and other products).

Bernstein noted that Lacoste had noticed Amazon's selling of its products at a discount, but his company had done Amazon for Lacoste.

The strategy is "very reassuring".

"They almost got all the products on the shelves."

Bernstein said.

Later, he added, "Amazon seems to be following the traditional pricing laws."

)

Meanwhile, he is trying to eliminate the impression that Amazon is the "Internet WAL-MART".

"Better brands are becoming more and more exciting now," she said.

Amazon's fashion team's "contemporary fashion" rather than the luxury brand communicator's self positioning has also played a role.

"Luxury never excites people," he said.

In spite of this, Amazon also sponsored the 2012 he Metropolitan Museum of Art's philanthropy party to celebrate the exhibition of Ilse Schlamberley (Elsa Schiaparelli) and Miuccia Prada (Miuccia Prada).

It also hired Barneys Julie, a former fashion designer, for three years as an adviser to Julie Gilhart.

Amazon's assistance in sponsoring the charity evening is a sign, says Mr baldwell, which shows the company's sincerity in "joining the industry".

She added that it was originally designed to use Gil Hart and luxury brands to build flash buying platform MyHabit.

The two women still maintain a good relationship.

Some fashion leaders who are concerned about the public have been thrilled with Amazon.

"Who else's radiation range is bigger than Amazon?" asked designer Rachel Zoe (Rachel Zoe).

Amazon is a good place for a lot of products.

They've been promoting my series and advertised it in taxis.

Though it is not a 5 page cross page advertisement on Vogue, it is already something that many people dream of.

Zoe said her clothing sales on Amazon have been strong.

Today, the Internet helps promote democratization of fashion. Amazon is an appropriate sponsor of New York fashion Monday, specifically, Kolb, chief executive of New York men's wear week, CFDA.

"It's no longer out of reach, only a small number of people," he said of today's fashion. "You can see that a group of designers are making capsule series, launched by mass retailers."

In addition, he said, Amazon also showed that it cares about the special needs of the fashion industry.

"Casey's experience in the fashion industry is very pure and excellent," Kolb said. "If I can only find some fanatical technical control to do this, I may worry, but they do invest in people with fashionable experience."

The experience of Mr. Boudin's fashion is not entirely the kind of experience in the fashion shop.

After graduating from Trinity College 31 years ago, she worked for Ogilvy&Mather in New York for ten years, directly facing marketing and advertising.

In the middle of 1990s, she moved to San Francisco and began to work for Gap, helping it build consumer databases, loyal customer programs and private brand credit cards.

She said it was "the first fashion industry she worked in."

Then she went to the Old Navy.

Then, in 2006, she began to launch the Gap footwear product online shopping platform Piperlime.

"It's like developing a startup in a safe business environment," she said. "I have complete independence.

Without any material basis, I was building a brand from scratch. "

(Piperlime has been developing vigorously until decline.

Earlier this spring, Gap shut down the business.

)

By 2008, Amazon's call came.

He had a very good life in San Francisco, and she shared a daughter with her husband, novelist Sean Baudoin (Sean Beaudoin).

But Amazon founder and chief executive Jeff Bezos (Jeff Bezos) came together to persuade her to move to Seattle to help develop the company's fashion business.

"We need to play an important role in the daily shopping categories of consumers," she said.

This niche market is different from other businesses in Amazon's commercial jungle. It needs human touch.

"Fashion is an emotional category rather than a trading category," said Mr.

She knows this very well. She is one of the target customers of Amazon's fashion business, that is, busy professionals: they care about fashion, but they don't have time to shop.

But she also represents the biggest challenge facing her company.

When she walked around the Amazon Broolyn studio, Equipment's sleeveless silk dress and Theory hollowed leather skirt were not bought from Amazon.com, but bought from Shopbop, a specialized fashion shop in Amazon.

As for those clicking clicks

Is it a mainstream presence in the fashion industry? Manolo Blahniks's shoes are not available on any website of Amazon's fashion business.

Not yet.

Amazon's fashion business department began to use the large amount of consumer data to make use of these information to improve user experience. This new development will undoubtedly bring new room for development.