Amazon Innovations

That Rumored Amazon Fashion Line? Surprise! It Already Launched

After weeks of extensive speculation about when and if Amazon was officially throwing its hat into the fashion ring, it seems the firm has managed to get the drop on everyone.

The clothing line has quietly already launched.

According to reports, Amazon has already released about 1,800 fashion products already. The clothing appears under seven brand names: Society New York, Lark & Ro, Scout + Ro, Franklin & Freeman, Franklin Tailored, James & Erin, and North Eleven. All of those names are trademarked to Amazon and specialize in different things. So far goods carried include women’s clothes, bags, tailored wear for men and even kids clothes.

Pricing is on the low side; a turtleneck dress prices for $39.97.

As of yet, Amazon has no official comment on the surprise launch, though they have confirmed that the fashion brands currently on sale are owned by them. However, prior comments from Amazon executives are educational.

“When we see gaps, when certain brands have actually decided for their own reasons not to sell with us, our customer still wants a product like that,” Jeff Yurcisin, vice president of clothing at Amazon Fashion and CEO of Shopbop, said at a retail conference in October.

Winning at apparel retail will not be without its challenges for Amazon. For all its general popularity clothing is not currently a favored item by Amazon customers. At present, only 15 percent of Amazon users are there to shop for clothes.

But with the right pricing, right style, enough marketing and consumer interest in getting it delivered, well, Amazon might just have a reasonable shot at disruption after all.

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