Amazon is not hard, carefully watched its development, that never say die spirit is really touching. Amazon launched in 2007, watches, shoes and other categories, apparel launched in 2008, an increase of digital European operations gave it to enter the fashion industry information. Then, it had set up the main luxury goods and fashion products electricity supplier website Endless, the results of six years after the collapse. After 2012, it added in the main category of cosmetics and other site classification, electricity suppliers still most important to put the tag in the words “Luxury” of last winter, also introduced several free fashion brand. Oh yeah, it is worth mentioning that there are in New York in 2013 to establish the 40,000 square feet of professional studio.
The key problem lies in the brand image is too ingrained. And consequently to sell electricity business started, and now they want to sell the most high-obsessed want luxury, Amazon understand this is not done overnight. The Integer Group Vice President of electricity provider channel on the right Glossy expressed: “Amazon like Costco (supermarket name) instead of Nordstrom (United States fashion department name)”, people want to buy toilet paper instead of on top designer clothing, at most, Buy Buy basic T-shirt and so on, which makes the fashion brand’s marketing officer, who think, in the above toss is no meaning.
This is very embarrassing. Possible in the existing transition strategy, by investing in a vertical electric business to reach your goals may be the most effective one. Amazon’s acquisition list already have the main fashion Shopbop, Zappos, Myhabit and East Dane, but there are some people who refuse to sell, such as ASOS.
But the acquisition of vertical sites, the luxury performance is not good. The company was chosen MyHabit only Michael Kors, Kate Spade and Milly, they are extravagant light, some of it is urban brand Guess and Fossil, want from the Amazon “top” or a distance. Today, this situation is no better. A recent report from L2 showed 83 luxury brands, only less than a third settled in the Amazon, in their sales, 75% came from the third-party platform. For those who do not want to surrender the right to discount brands and inventory control of the brand, the wholesaler is annoying.