How Can Amazon Help Itself To Overcome Difficulties In The Apparel Industry?

Amazon is determined to conquer.

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It has recruited a group of excellent talents in the fashion industry to enrich its marketing team.

Now, it is widely speculated that Amazon may launch its own fashion brand.

"When we see this blank area, when some fashion brands do not want to sell on our website for their own reasons, our customers still want to buy various kinds of clothing on our website."

Geoff Yurcisin, vice president of Amazon's Fashion department, said at a meeting in October last year, Jeff Yurcisin.

However, Amazon's entry into the apparel industry is not easy.

First of all, the entire garment industry is now in crisis.

At the beginning of this year, Messi department store (Macy) closed 40 stores.

Nodes Tron (Nordstrom) has just released disappointing results.

Even some formerly respected department stores such as Abercrombie &Fitch and Aeropostale are struggling.

Analysts at RBC Capital Markets also believe that the difficulties faced by these department stores are in line with the overall development trend of the retail industry: consumers are more and more inclined to online shopping rather than shopping.

Moreover, consumers are increasingly reluctant to spend money on expensive clothes. On the contrary, they are more willing to spend money on electronic equipment and hotels.

In addition to the plight of the industry, we do not know what kind of consumer Amazon wants to sell its clothing products to.

At first, Amazon wanted to be a luxury retailer, but then it gradually moved to the mass market.

Last year, Jenny Perry, chief marketing officer of Amazon fashion department, said that the company no longer pursued luxury brands blindly, such as Chanel (Chanel), Du Jia Dolce (Jennie &Gabbana) and Gucci (Gucci).

"Many people speculate that we may be preparing to enter the luxury market.

In fact, this is not what we are concerned about now. "

"We have now focused on creating the perfect shopping experience for our consumers," Perry said.

And our customers seem to want to buy all kinds of things.

On the contrary, Amazon and some mid-range.

Cooperative relationships have been established, such as Lacoste and Hily fashion (Theory).

Amazon's focus is on improving user shopping experience.

Amazon's homepage is not designed for the sale of luxury brands.

Over the years, Amason has been working tirelessly to gain a good reputation in the fashion industry.

In 2012, in the urban area of Fort Williams, which led by Broolyn, the business giant pformed its storehouse into a studio, hoping to attract luxury fashion companies and its loyal fans.

Moreover, Amazon also dug up Martha Beaudoin, director of the women's clothing department of Cathy, as president of its fashion department, which is obviously attracting the attention of Beaudoin.

Pave the way.

But luxury brands are not interested.

"Amazon will not sell Louis Vuitton, because we are the only company selling it," Louis Weedon said.

Louis Weedon's chief executive, Yves Carcelle, told Carcelle magazine in 2012 that "this is the direct control mode that we first launched."

I think in the long run, this is also the development direction of most luxury e-business. "

Although Amazon has made many efforts, it is still a very difficult task to become a new force in the apparel industry.