Amazon Fashion Launches Prime Wardrobe
Amazon.com is launching Prime Wardrobe, a new program that lets subscribers try on clothes before they buy them. Once someone selects at least three Prime Wardrobe-eligible pieces from over 1 million clothing options, Amazon will ship those selections in a resealable return box with a pre-paid shipping label. Prime Wardrobe also comes with free scheduled pickups from UPS, so users can send the clothes they don’t want back to Amazon easily. If the shopper decides to keep at least three items, she will get a 10 percent discount off the purchase, and if five or more pieces are kept, the discount rises to 20 percent.
Total Retail’s Take: This is Amazon’s latest attempt to penetrate further into the fashion space. The online retailer recently launched Echo Look, a style assistant Echo that captures hands-free photos of users’ outfits. Amazon also began working with celebrities to build out mini stores on its website. For example, check out this one with NBA star Dwyane Wade. With all the strategic moves recently made by Amazon (last week's announced acquisition of Whole Foods at the top of the list), I’m sure this isn't the last we will see from Amazon Fashion this year, especially with the online retailer targeting the category for growth.