Amazon looks to Prime Day to bolster its fashion brands

Amazon looks to Prime Day to bolster its fashion brands
By Bethany Biron.

Today marks Amazon’s third annual Prime Day, and in addition to raking in an expected $1 billion, the e-commerce mammoth is promoting its in-house fashion brands.

While many luxury retailers have maintained a fairly tumultuous relationship with Amazon, the retailer has expanded its private labels like womenswear brands Lark & Ro, Ella Moon and Paris Sunday and menswear line Buttoned Down. Each is available only  to Prime members. On Prime Day, Amazon introduces new deals every five minutes over the course of 30 hours, beginning on July 10 at 9 p.m. EST.

A representative for Amazon wouldn’t share which brands are participating prior to the start of Prime Day, but she said that Amazon brands would have 30-50 percent discounts. For brands that currently sell through Amazon Fashion — including Calvin Klein, Kate Spade, and Levi’s — Prime Day raises a conundrum; high discounts put them at risk for brand dilution.

Read more at Glossy.

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