Amazon Wants To Enter All Kinds Of Fashion Products In The Fashion World.

Although the Amazon Co started selling books, the American company obviously lacks the Chinese people to describe the "Wen Runruyu". When we mention Amazon, we often use "giant crocodile" or "glutton" to describe it. The family started selling books. Internet The company has redefined the inherent operation of the book market for hundreds of years. Then we will develop cloud business, smart home and homemade TV series. After making a lot of improper work, it now focuses on the fashion industry.

At present, the main products of the "Amazon" brand are women's wear and women's bags. The brand named Society New York already has more than 900 kinds of single products, while the other men's accessories brand Franklin Tailored also has more than 250 kinds of single products.

However, a lot of people say that their style of crash suits, uniforms, and H&M products are more basic. Obviously, these basic links are not so closely related to fashion.

　　 Premeditated for a long time

Amazon Amazon official did not disclose the specific plan, but the plan did not come out, recruitment first, recruitment website recruitment. According to recruitment, the company is eager to find a senior brand manager, marketing director, purchasing manager, and senior buyer who can explore and understand the needs of consumers and create new brand core values.

These positions, like technology executives in technology companies, are the four axes of the retail industry.

So what does Amazon want to sell in its own brand? Luxury? Light luxury? Or do you want to create another UNIQLO?

In fact, Amazon did try the luxury direction in the early years. The Bopshop that was built in the past two years in China is Amazon's high-end fashion shopping website acquired in 2006.

In order to squeeze into the glittering place of luxury market, Amazon spent money two years ago. In addition to the acquisition of Bopshop, in 2009, it spent money on the sale of Zappos on the footwear network, and built Endless.com and MyHabit on its own.

Not only that, Amazon built the first professional studio in the Brook forest region of New York, but also built the largest film studio in Hoxton in Eastern London.

As the gold masters who have no money to spend, they sponsor the New York Metropolitan Museum of Art charity dance. The British Fashion Association summer party also sponsors the India fashion week full of embarrassing feelings.

But all efforts are of no use. Amazon's vice president of marketing once complained: "some brands do not know why, and do not want to sell their brands on our platform. But obviously our shoppers are very much in need of them.

stay Luxury goods After the industry crashed, Jennie Perry, Amazon's chief marketing officer, finally relaxed: "we want to focus more on providing better shopping experience for mainstream consumer groups."

Some top brands are reluctant to sell commodities through Amazon, which is justifiable because they are afraid to lower their brand style. Amazon, on the one hand, bitterness about it. On the one hand, it quietly followed the rule when it built its own brand. Today, Amazon owns seven wholly-owned brands, namely, Society New York, Lark&Ro, Scout&Ro, Franklin&Freeman, Franklin Tailored, James&Erin and North Eleven, covering women's clothing, handbags, and even children's wear and men's tailoring clothing.

But you literally feel that these sons and daughters have nothing to do with the Amazon Co. Absolutely not like WAL-MART supermarket directly printed "wolmat supply". Amazon's position today is clearly a popular garment and focuses on fast fashion. After all, over the past twenty years, many Inditex, H&M and other fast fashion brands have seized over one billion dollars in retail sales worldwide. And this high growth and high profit mode is also in line with Amazon's requirements.

In the United States, clothing and its surrounding industries are about $250 billion. By next year, Amazon can almost catch up with Messi's department store and become the largest clothing seller in the United States. It seems that the technology company really has to turn to make clothes.

　　 It's not that simple.

For Amazon, it is not easy to enter the luxury or fashion industry with its own brand positioning. But in another way of thinking, since people will buy clothes at WAL-MART, it can also be done in Amazon.

Amazon's advantage lies in its supply chain experience and reasonable clothing prices. The problem is that nowadays people are less and less buying clothes because of "cheap price". For popular clothing, brand loyalty is very low, and there are many opportunities for new brands.

Any successful fashion brand must grasp the fashion trend accurately and quickly, and provide consumers with the current "hot selling products". The brand itself also has strong positioning, such as UNIQLO's "simple comfort", fast selling giant Inditex even according to different age groups of women's clothing, launched four brands. But when it comes to Amazon, the first concept is absolutely out of fashion. At best, it is impressed by its fast mode of transportation. In addition, from the external environment, today's clothing industry is no longer as smooth as ever. Even analysts at the RBC Capital Markets believe that consumers are increasingly reluctant to spend money on expensive clothes. On the contrary, electronic equipment, online travel and hotel accommodation have partitioned many market share in the apparel industry.

Fortunately, Amazon has the necessary factors for successful enterprise expansion. In January this year, Amazon's earnings report was quite different and had a lot of liquid cash. At present, they seem to have only one talent team, an excellent team and fashion operation mode. Or, Amazon is ambitions to overturn the industry as a way of reinventing the book market.

But in the changing world of fashion, the appeal of low price and convenience is not large. UNIQLO's mode seems to be a good learning target for them.

Anyway, if Amazon Premeditated to the fashion market, it is best to quickly layout, and launch a fashion that can impress people, attracting the attention of the majority of fashion consumers. Of course, from another point of view, even if Amazon has achieved success in the fast run, it will not cause a great impact on the inherent luxury market.