Amazon Ranked Second In The US Apparel Industry.

In addition to books and electronic products, Amazon has gone beyond one of its competitors:

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Amazon completed $16 billion 300 million in clothing sales last year, which is much more than online sales of Nordstrom, Kohl s, Gap, and L Brands, which owns Vitoria's secret.

Amazon has long been the largest seller of the online apparel industry in the United States, but now, according to the latest statistics of Morgan Stanley, it has secured the two place in the overall apparel market of the United States, accounting for nearly 7% of the market share, second only to WAL-MART, leading nearly 2 percentage points in the US second largest Target, Messi store and TJX.

It is not surprising to get such a share of the market. Though it is a Book maker, Amazon has been in fashion for at least 10 years.

The company CEO Jeff Bezos has also given the reasons for Amazon's fashion layout: "the gross profit margin of fashion items is much higher than that of cheaper products."

In 2006, it acquired Shopbop, an e-commerce website designed for clothing and accessories. After that, Cathy Beaudoin, who runs its Piperlime business leader, ran fashion business from Gap. In 2009, it acquired Zappos, a footwear retailer, and launched flash purchase website MyHabit in 2011.

In 2013,

The photography studio was set up to shoot magazine style works for clothing and accessories.

It is also trying to attract more fashion labels, and even promised full price sales.

The strategy has also worked, including brands like Nicole Miller, Calvin Klein, Kate Spade, Lacoste and Levi's, including the Ralph Calvin, which is known for its fastidious reputation.

"Amazon understands that fashion is different from its core business," said Jo LLE Gr nberg, President of Lacoste North America. The company began selling part of the selected products on Amazon last year, "when goods are not sold, they will be discounted, but not crazy."

But some brands remain unmoved, such as Nike, Tory Burch, Rag & Bone and many luxury brands in Europe. They either have their own channels or worry that their products are sold at a price lower than the suggested price.

The other is Amazon's brand image, which is too weak to be associated with fashion.

Amazon tries to make itself more

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It sponsored the New York men's dress week and the India fashion week.

Soon after, Tokyo fashion week will be named Amazon Tokyo fashion week. It launched live fashion show live on its website, and strengthened the supervision of fake sellers in early September.

Perhaps this strategy worked.

Although Amazon (including third party sellers) sells more clothing than traditional stores such as Messi's department store, the former's clothing sales still increased by $1 billion 100 million in the latest quarter, while the sales of clothes sold by several old department stores and others dropped by 225 million US dollars.

But Amazon's ambition should not only cooperate with the brand.

At the beginning of this year, Amazon launched 7 self owned clothing brands, including men's wear, women's wear and children's lines, and over 1700 kinds of merchandise.

Most of the goods are priced at less than $100, and they are completely invisible from the label.

Amazon's clothing business, which includes third party sellers, is expected to reach US $52 billion in 2020.

Cowen, a well-known investment bank, expects Amazon to become the largest clothing retailer in the US, and that will happen next year.