The Sports Market Is So Hot. Can Amazon's Super Low Price Underwear Become Famous In The First World War?

Amazon, which started planning two years ago to build its own clothing brand, has new trends. In the next few weeks, Amazon will launch its own lingerie brand Iris & Lilly on its US website, hoping to "grab ground" with Vitoria's secret, CK and other underwear brands.

Amazon's own underwear products will be highly competitive.

The company has sold underwear in Europe for its trademark Iris & Lilly.

Some of the commodity information released by Amazon website showed that a basic woman bra was priced at about 10 dollars, underwear was about 2.5 dollars, and some sports bra and tights were also priced at around 10 dollars.

The average price of CK underwear is 30 dollars, the secret of Vitoria is about 40 dollars, and the luxury underwear brand La Perla is as high as 148 dollars.

Amazon is willing to sacrifice part of its profits to expand its market share.

According to Cowen Group estimates of the market research company, Amazon in 2017.

It will cost 52 billion dollars, which will make it exceed Messi's department store and become the largest clothing retailer in the United States.

As early as last September, a survey of 2000 people released by AlphaWise, a big data analyst at Morgan Stanley, showed that Amazon had become the most popular place to buy clothes.

In 2016, Amazon has released eight clothing brands including young women's clothing Society New York, commuter dress Lark and Ro, children's wear Scout and Ro and so on.

In January, the company also released a recruitment notice to find professionals who are familiar with the brand of sports shoes and clothing, which is considered to be the signal of Amazon's food market.

But underwear has its own characteristics. Because people are more demanding of comfort fit, it is difficult to accurately evaluate online shopping, and private clothing often can not be returned, making it one of the lowest commodity categories.

At present, the secret of Vitoria is not selling on Amazon, but operating its own business channel.

However, with the popularity of sports and leisure in recent years, consumers prefer sports bra and bra. They are much simpler in tailoring and designing than ordinary bras. These underwear have gained considerable vitality in the field of electric business.

And the traditional underwear brands are pleasing.

It seems to be somewhat inadequate.

The financial data released by L Brands, an American clothing retailer, showed that Vitoria's secret store sales fell by 3% in the fourth quarter of January 28, 2017. The chief executive of L Brands, Leslie Wexne, explained this as "the throes of Vitoria's secret business pformation belt".

The brand's popular response to sports underwear, minimalist steel ring underwear and so on is too slow, causing consumers to flow to traditional sports brands such as Lululemon and Nike.

In order to seize the opportunity, some e-commerce start-up companies use consumer and survey data to recommend suitable sizes for consumers, and others give a discount for free return.

For example, the US internet underwear brand ThirdLove has 4 patents in the field of vision and image recognition, which can identify its suitable underwear models and sizes through the self timer of consumers.

In February 2016, the brand received $8 million in A round of financing, including Lori Greely, the secret CEO of Vitoria, and the former CEO Laurie Ann Goldman of the Spanx.

Amazon's strength is obviously more than that.

Its move may cause some brands to panic, though the news shows that it looks like it just wants to cut into the parity market.

The most obvious advantage is that massive consumption data enables Amazon to more accurately perceive consumption habits and trends.

Robin Lewis, founder of Robin Report, a market research firm, once said: "Robin."

It can instantly know what is hot and what is not.

They can quickly find market gaps. "

In January, Gabriel Santalino, founder of Aline Partners, a retail consultancy, once said that Amazon's entry into the sportswear market is bound to pose a threat to other brands. It has the ability to give priority to display and push its own products on its website, and consumers do not know that these brands are operated by Amazon.

Because of the particularity of underwear, Amazon, as a latecomer, is not necessarily foolproof.

An underwear consultant who interviewed said that as a close fitting garment, women prefer to feel the texture and wearing experience of underwear precisely, which is difficult for e-commerce providers.

The underwear consultant also mentioned that old customers may repeat the purchase, but the first problem facing Amazon is how to move the first batch of new customers.

At the same time, unlike electronic products and cosmetic products, female consumers are not so sensitive to price in buying underwear. They are willing to spend ten or twenty dollars more in order to buy comfortable underwear.

ThirdLove co-founder Heidi Zach told the Wall Street Journal: "consumers want to know why you design so, where the products are better, and what you do to the society.

Amazon has no such thing.

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