By Kali Hays. Source: WWD.
The online giant’s AmazonBasics line offers everything from batteries to backpacks and has pulled in $250 million in sales year-to-date, accounting for 85 percent of its private label sales, but its women’s apparel line Lark & Ro has grown 90 percent over last year, hitting just under $10 million in sales so far, according to new research from One Click Retail.
Meanwhile, department stores are still posting sales declines or chalking up rebound growth in the low-single digits.
Apparel is also Amazon’s top-performing group within its private label business, with a handful of brands bringing in $24 million in sales over the last year. This is six times the sales for private label apparel the company tallied in the preceding-year period, One Click told WWD.
While apparel sales through Amazon Essentials have hit $3 million year-to-date, Lark & Ro has “dominated growth” in apparel for Amazon, One Click said.
The brand did $1 million in sales during Amazon’s Prime Day event, which accounts for 25 percent of Lark & Ro’s year-over-year growth. Between the second and third quarters, sales of the brand have grown 24 percent.
An Amazon spokeswoman declined to comment on the performance of Lark & Ro, or any other brand, but the numbers were not disputed.
But the apparent success of one line hasn’t created the same for others. Amazon is said to be shutting down its Paris Sunday label, although a line of products much smaller than that being offered under Lark & Ro is still available online.
Amazon earlier this year also decided to shut down Style Code Live, a streaming shopping show that rolled out around the same time as its first major private label brands.
The e-tailer’s fashion push has been slow and steady over the last couple of years, but the overall growth of its private label offering gels with research from Wells Fargo showing shoppers are increasingly heading to Amazon for apparel over traditional retailers.
Research from RBC Capital Markets earlier this year also found that apparel is Amazon’s most popular category.
This headway in fashion isn’t merely the result of a broad consumer shift to shopping online.
Amazon officially rolled out Amazon Fashion about five years ago, but this year has seen a concerted push of its private label business, the launch of a style programaimed at getting people dressed, hired a string of well-known models for its spring campaign, found a new president in fashion veteran Christine Beauchamp for the segment and began soliciting influencers for a new invite-only social platform.
And after years of reluctance to sell their wares on Amazon, companies like Nike, PVH Corp. and Levi’s, among others have recently started linking up with the online giant in an effort to boost sales.