Can You Go Beyond UNIQLO? Amazon Plans To Build Its Own Brand

Although the company started selling books, the American company obviously lacks the Chinese people to describe the readers as "gentle as jade".

When we mention Amazon, we often use "giant crocodile" or "glutton" to describe it.

The Internet Co, which started selling books, redefined the inherent operation of the book market for hundreds of years.

Then we will vigorously develop cloud business, smart home and homemade TV series.

When making a lot of improper work, it now focuses on the fashion industry.

Amazon official did not disclose the specific plan, but the plan did not come out, recruitment first, recruitment website recruitment.

According to recruitment, the company is eager to find "to discover and understand the needs of consumers and create new ones."

Senior brand manager, marketing director, purchasing manager and senior buyer.

These positions, like technology executives in technology companies, are

The "four axe".

What does Amazon want to sell in its own brand? Luxury? Light or extravagant? Or do you want to create another UNIQLO?

In fact, Amazon did try the luxury direction in the early years. The Bopshop that was built in the past two years in China is Amazon's high-end fashion shopping website acquired in 2006.

In order to squeeze into the glittering place of luxury market, Amazon spent money two years ago.

In addition to the acquisition of Bopshop, it spent 09 years to buy shoes online to sell Zappos, and also built Endless.com and MyHabit.

Not only that, Amazon built the first professional studio in the Brook forest region of New York, but also built the largest film studio in Hoxton in Eastern London.

As the gold masters who have no money to spend, they sponsor the New York Metropolitan Museum of Art charity dance. The British Fashion Association summer party also sponsors the India fashion week full of embarrassing feelings.

But all efforts are of no use.

Amazon's vice president of marketing once complained: "some brands do not know why, and do not want to sell their brands on our platform.

But obviously our shoppers are very much in need of them.

"

After the collapse of the luxury industry, Amazon's chief marketing officer, Jennie Perry, finally relaxed: "we want to focus more on providing better shopping experience for mainstream consumer groups.

"

Some top brands are reluctant to sell commodities through Amazon, which is justifiable because they are afraid to lower their brand style.

Amazon, on the one hand, bitterness about it. On the one hand, it quietly followed the rule when it built its own brand.

Today, Amazon owns seven wholly owned brands.

They are Society New York, Lark&Ro, Scout&Ro, Franklin&Freeman, Franklin Tailored, James&Erin, North Eleven, respectively.

The brand covers women's clothing, handbags, and even children's wear and men's tailoring clothing.

But you literally feel that these sons and daughters have nothing to do with the Amazon Co.

Absolutely not like WAL-MART supermarket directly printed "Walmart supply".

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Amazon's position today is clearly a popular garment and focuses on fast fashion.

After all, over the past twenty years, many Inditex, HM and other fast fashion brands have seized over one billion dollars in retail sales worldwide.

And this high growth and high profit mode is also in line with Amazon's requirements.

Amazon has become the largest clothing seller in North America.

In the United States, clothing and its surrounding industries are about $250 billion.

Next year, Amazon can almost overcatch Messi's department store and become the largest seller of clothing in the United States.

Technology companies really need to turn around and make clothes.

It's not that simple.

Amazon's advantage lies in its supply chain experience and reasonable clothing prices.

The problem is that people nowadays are less and less buying clothes because they are "cheap."

For popular clothing, brand loyalty is very low, and there are many opportunities for new brands.

Any successful fashion brand must accurately and quickly grasp the fashion trend and provide consumers with the current "hot sale list".

The brand itself also has a strong positioning, such as UNIQLO's "simple comfort", fast marketing giant Inditex even according to different age groups of women's clothing, launched four brands.

But when it comes to Amazon, the first concept is absolutely out of fashion. At best, it is impressed by its fast mode of pportation.

But in the changing world of fashion, the appeal of low price and convenience is not large.

Fortunately, Amazon has the necessary factors for successful enterprise expansion.

In January of this year, Amazon's earnings report is quite different and has a lot of liquid cash.

At present, they seem to have only one talent team, an excellent team and fashion operation mode.

Or, Amazon is ambitions to overturn the industry as a way of reinventing the book market.

UNIQLO's mode seems to be a good learning target for them.

In any case, if Amazon plans to enter the fashion market, it is best to quickly layout and launch a fashion achievement that can impress people, attracting the attention of the majority of fashion consumers.

Of course, from another point of view, even if Amazon has achieved success in the fast run, it will not cause a great impact on the inherent luxury market.

Technology pformation, fashion is even a bitch.

Whether Amazon wins or loses again in the field of clothing, it seems that some people love it.