In It For The Long Haul: Amazon’s Fashion Strategy Doesn’t Involve Luxury Labels

Shoes: Dolce Vita
Photo: Amazon Fashion Instagram

Aside from being the go-to for your latest book club read, Amazon has become a well known force throughout the world of fashion. From acquiring sites like Shopbop and Zappos, to expanding its own Amazon fashion section, the e-commerce company worked for years to make a name for itself in the industry. But according to Business of Fashion, the online style destination is ready to put one specific category in the past: luxury fashion.

When asked about its long-term strategy of success throughout the style market, Amazon announced that luxury fashion isn’t a major focus as it once was. Instead, the company has decided to secure partnerships with more affordable mid-tier brands like Lacoste, Rachel Zoe and Theory (just to name a few).

“There has been lot of speculation on us entering the luxury market and that is just not something that we’re focused on right now. What we are focused on is developing an experience for our large customer base,” said Jennie Perry, chief marketing officer of Amazon’s fashion division. “That customer seems to have a great appetite for many things.”

Despite the brand’s initial efforts to impress high-end retailers, it seems like luxury labels haven’t been intrigued. And now the e-commerce site is finally getting the message. After all, with Amazon being the low-price leader of the shopping world, maybe this is a much-needed step for its long-term success. If not, we’re sure its decision to sponsor the first New York Men’s Fashion Week will keep it’s name buzzing.

Check out a few of our summer accessory picks from the online fashion destination on the pages ahead.

The post In It For The Long Haul: Amazon’s Fashion Strategy Doesn’t Involve Luxury Labels appeared first on StyleBlazer.