Amazon’s getting serious about apparel, but it means stepping into a particularly dangerous minefield. Their focus has been price – offering commodity products for less than their competitors. The fashion business is distinctly uncomfortable with that prospect.They want fancy presentation and pricing that preserves their mystique (and margins).
Still, this is big news for consumers. I had no idea, for example, that if I type “Jack Spade” into the Amazon search bar, I’ll find hundreds of products. Their flash sale offering, MyHabit, is catching up to industry leader (and category creator) Gilt Groupe, as well. Today, for example, it’s offering sales on Gant Rugger and Luciano Barbera. We’ll see where it’s heading, but it’s tough to see it breaking bad for those of us who like to shop online.