Another Move In The Amazon Apparel Industry: "Five Day Customization"

According to several analysts, this year Amazon It will surpass Messi's department store and become the largest clothing retailer in the United States. The physical retailers are facing severe prospects, with many stores closing, layoffs and bankruptcies. Last year, Messi department store announced that it would close 100 stores, the world clothing shoes and hats net reported.

Amazon is looking for ways to expand. It is exploring the possibility of selling customized garments, that is, to produce more accurate clothing according to the size of consumers, and to consider purchasing garment manufacturers to further expand the online exposure rate of clothing categories.

Clothing retailing has reached a turning point, which has a wide impact on shopping malls and shopping centers.

L2, a clothing retailer's prospect research firm, concluded that a turning point in an industry usually happens when the electricity supplier reaches 20% of its total retail sales. According to Cowen, a stock research firm, sales of clothing categories accounted for over 21% of total retail sales last year.

L2 analyst Cooper Smith said: "I think this year is a big year for the development of the clothing business."

Clothing has always been a backward category in the development of e-commerce. In the past few years, online shopping clothes need courage, so most shoppers are unwilling to take risks. They are worried that a dress or a pair of shoes is not suitable or not to wear well. Online shopping clothing takes time, but consumers' shopping habits will change dramatically.

Amazon is changing the electricity supplier's clothing industry, which improves the choice of clothing and investment. Product pictures Shooting, better display clothing to online shoppers, provide free return service, let consumers worry about shopping.

So far, Amazon is the biggest beneficiary of the growth of the electricity market. According to Slice Intelligence, consumers spend 43 cents a year on the Internet for Amazon.

According to Cowen, Amazon's total clothing sales last year amounted to $22 billion, including direct sales and commission from third party sellers, accounting for 6.6% of the retail market share. The company expects that the retail market share of Amazon clothing will exceed 16% by 2021.

Amazon wants to sell custom clothes, according to a well-known person who does not want to be named. In order to solve the problem that online shopping clothes can not be tried on, Amazon is considering upgrading the clothing shopping experience and customizing clothes for consumers. The company's clothing team is exploring the provision of "on demand" clothing, which is made according to the exact size of the customer when the order is submitted.

It is revealed that Amazon described the service as " Five day customization (five-day custom). In April, Amazon received a patent for on-demand garment manufacturing, though it did not guarantee that the customized clothing plan would be implemented.

But if Amazon does so, it will be able to please them by providing better clothes for shoppers, and also solve the problem of returns that may cause losses to Internet retailers' profits, because consumers often buy online sizes, and then return to unsuitable ones.

Radial Stefan Weitz, chief product strategy officer, said the return rate of apparel online shopping orders was 35%.

Indochino chief executive Drew Green said this had a great impact on customer experience, satisfaction and revenue, but he said Indochino Order The return rate is less than 1%.

Amazon can use its growing private brand clothing business as a springboard to open any custom clothing. Now, it has sold cashmere sweaters, dresses and men's suits, such as Buttoned Down, Lark&Ro and Paris Sunday.

Amazon also wants to buy other companies to improve its clothing manufacturing capabilities. According to the company's clothing related personages, Amazon has considered buying Indochino.

Green declined to answer whether Amazon asked Indochino to buy.

Amazon still has problems with the precise size of its customers. The solution of Indochino is to teach customers to measure the exact size and set up exhibition hall. Indochino employees can measure their sizes. Recently, Indochino has opened thirteenth exhibition halls.

According to people familiar with the matter, Amazon has developed a camera and scanning software to automatically determine the customer size and upload it to their Amazon account.

The person familiar with the matter said the device was similar to Amazon's recently released camera product, Echo Look. Echo Look is the latest product of Alexa intelligent assistant of the company.

Amazon describes the device as a digital fashion consultant, allowing consumers to upload their photos. Amazon then gives style suggestions through algorithms and real fashion experts. The company declined to disclose whether the device will be updated in the future and used to obtain the size of consumers. More interesting content, please pay attention to the world. clothing Shoes and hat nets.