November 27, 2020

How Amazon is using catwalk trends to try to conquer high-street fashion

The online retailer already shifts a lot of clothes. But can its first properly fashion-aware brand, Find, win the approval of style insiders?

What features on your order history at Amazon? Cat food? The final volume of the Neapolitan novels? The Game of Thrones box set? Expect to add trend-led clothes to your basket from today – Find, an own-brand fashion line from the online retailer, has been launched.

This is the latest attempt by the site to dominate fashion the way it does books. Amazon is extremely successful in the business of selling clothes and is likely to become the biggest apparel seller in the US this year. It has a fashion section on the main site, it bought online shoe retailer Zappos in 2010 and own the Shopbop site, but, so far, a foothold in fashion proper has alluded it. Before Find, Amazon’s take on fashion felt too much of a broad church, with products in grids presented the same way that the deals of the day are: useful, but faceless. There’s no mood and no glamour – and fashion demands both of these things.

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