Amazon Will Surpass Messi To Become The Largest Clothing Retailer In The United States.

Amazon's founder and CEO Jeff Bezos said a passage in a 2011 interview.

"If you need to invest in the next 3 years, you will have many competitors, but if you are willing to extend the time span to 7 years, only a few people who are competing with you will still be able to stick to it, because few companies are willing to do so.

You only need to extend the time span, so you can put your energy into it, otherwise you won't be able to do so.

In Amazon, we prefer to do work that focuses on 5 to 7 years.

We are very willing to sow seeds, waiting for seeds to germinate and grow up, almost stubborn.

A few days ago, the remark seemed to have been confirmed again. It is reported that Amazon, which is based on online book selling, is going to surpass Messi's department store next year to become the largest clothing retailer in the United States.

The number of clothing pactions on Amazon has increased by 26% this year, with annual sales expected to reach US $28 billion.

By 2021, Cohen predicted that the figure would be as high as 62 billion dollars.

In the past, the United States

Industries are mainly monopolized by department stores such as Messi, Nordstrom, Jesse Pani, and large retailers like WAL-MART and Target.

But now,

It has successfully taken 6.6% of the American Apparel market to the bag, and Cowen expects the share to rise to 16.2% in the next five years.

Amazon's most attractive place for consumers is Amazon Prime services. It is reported that this service currently has more than 63 million members worldwide. Recently, Amazon has also made a mechanism to announce the entry of Amazon Prime into China before the arrival of double eleven. Its superiority in supply chain and warehouse user experience will undoubtedly attract a group of "fans".

Amazon dates back to 10 years ago about fashion. It was said that Bezos, which was visited at the Seventh Avenue exhibition hall in New York, was then interested in the fashion industry and regarded it as the key to Amazon's long-term sales ambition of over 200 billion dollars.

After all, "every fashion product has a higher gross profit margin."

The acquisition is undoubtedly the most direct and direct way for enterprises to enter the new industry.

Amazon, who is the latecomer of the field, has no mercy in buying and buying.

In February 2006, Bezos announced that the deal would be completed in the pocket of the women's fashion retailer set up in 2000.

Shopbop.com, which is based on boutique jeans, has now covered thousands of fashion brands, including some outstanding designer brands, 3.1 Philip Lim, Alexander Wang, Rag & Bone, etc.

After that, Amazon also bought the world's largest footwear online retailer, Zappos, for $more than 900 million. This paction, which once recorded the acquisition of Amazon, is seen as a wayward means to directly eliminate its competitors. "I can take care of you if you can't get rid of it." in 2007, Amazon launched a website specializing in the sale of shoes, Endless, but its 770 thousand person visits are obviously not comparable to that of Zappos's 4 million 500 thousand people.

After 3 years of acquiring Zappos, Amazon also chose to shut down endless.com.

In fact, over the past few years, Amazon has tried to launch several vertical clothing business websites, and now it has left men's East Dane, myhabit also announced its closure in May.

It seems that compared with the brand new building from 0 to 1, at least in the fashion business, Amazon still depends on the vision to win.

In April of this year, there was news that the new potential purchase list was made by fashion rental company Rent the Runway and Le Tote, using App to collect data to solve the problem of underwear fit ThirdLove ThirdLove, and recently, the small fire Everlane was on the list.

In 2012, Amazon launched its first fashion advertisement and signed contracts with hundreds of fashion and high-end brands including Michael Kors, Vivienne Westwood, and even recruited a group of designers to create website models.

The media said optimistically that Amazon has "successfully entered the high-end fashion industry".

However, despite the first attempt to make Amazon's clothing sales increase by three digits, the next road is not as smooth as expected. Because many brands do not buy it and refuse to join it.

The usual low price strategy is one of the reasons why many fashion brands are afraid of Amazon.

The fashion industry has a mature rhythm of lowering prices. In the past, it was impossible to steal the business from the physical store by low prices.

So for the fashion business, Amazon has adopted a new strategy, "promise full price mode".

Sure enough, this new mode has made Nicole Miller, Calvin Klein, Kate Spade, Lacoste, Levis and other brand clothes reassurance and cooperation with them.

However, it is worth noting that some of the heavyweight luxury brands are still firmly closed to Amazon.

Earlier this month, LVMH group publicly said it would never consider working with Amazon because it worried that Amazon's product presentation and discount activities would damage the image and positioning of luxury brands.

Although the luxury brands who are not very well off these days are also doing a lot of action in terms of e-commerce, they still prefer to control their own processes in comparison with the third party platform, in order to provide users with high standard and strict shopping experience.

For Amazon, to really conquer these big cards still needs a lot of effort, at least to eliminate the "cheap feeling" carved in their minds.

Amason has become the title sponsor of New York men's wear week, India fashion week (India Fashion Week) and Tokyo fashion week. At the same time, the American Fashion Designers Association / Vogue (CFDA / Vogue) reality show "Fashion Fund" (The Fashion Fund) has been broadcast on Amazon Prime, and launched seven self operated brands, such as "RH", "+ +" and "tri".