Amazon Will Continue Its "Fashion Dream" Without Fear Of Difficulties.

Amazon failed to hold the luxury of this cake after losing its olive branch to Louis Weedon, a luxury magnate, before Amazon tried it.

For cutting into the fashion industry, in addition to build their own fashion website, but things are not so smooth.

Although Amazon is aware of this problem, but when the market value exceeds WAL-MART and become the largest retailer in the United States, they still hope that fashion can become the next strong growth point. For this reason, they have made some adjustments to the fashion strategy, trying to attract more customers by covering some high-end brands.

In selling fashion, Amazon never concealed their huge ambitions.

"Our goal is to make Amazon the first fashion shopping website in the world."

Sergio Bucher, vice president of Amazon fashion, is ambitious when interviewed by foreign media.

It is reported that Amazon is ready to pform Shopbop and Zappos to high-end fields in the near future.

Shopbop has launched some new high-end brands, including Thakoon and Wes Gordon, and has started advertising in the famous American fashion magazine "Vogue" to increase publicity.

Zappos's high-end line is invited to the fashion circle Andre Leon Talley as art director to attract eyeballs, Red Valentino and Vivienne Westwood, etc. now the fire brands are already on the website.

Judging from the above performance, compared to Amazon's consistent parity route, it is obvious that in the fashion field, they are eager to attract customers with higher consumption level.

But there are still some differences from luxury goods: for example, the price of Chanel and Prada sold on Amazon is much more friendly than that of physical stores.

In Amazon, women can buy Zac Posen for 500 dollars.

Men can buy 300 dollars of Hugo Boss Oxford shoes.

They built the biggest studio in the world.

As early as 2013, Amazon had built its first professional studio in the Brook forest region of New York.

But apparently a studio has been unable to support the fast growing fashion business of the group. This time they put the studio directly in the world fashion center in Europe.

The studio is about 46 thousand feet from the site of a subway maintenance workshop in Hoxton, a gathering area in Eastern London.

The building consists of 2 stories, including 22 studios and an area for magazine photography and photography.

It is reported that about 500000 images will be produced every year in the future, which will greatly help the sale of Amazon fashion clothes.

At the opening ceremony of the studio, Amazon specifically invited the first fashion ambassador, the British model Suki Waterhouse.

The completion of the studio led to the improvement of Amazon's logistics system in the UK.

The fast logistics service is a consistent feature of Amazon. The US electricity supplier is optimizing the logistics and distribution system in the UK area. In the future, some areas in London can achieve 2 hours express delivery service, and the goods orders in other parts of the UK can be delivered to the market within 24 hours.

This is the Amazon executives Jennie Perry told the media.

In fact, Amazon is trying to integrate into fashion circles in this way.

In the first few days ago.

Calvin Klein, Michael Kors and Rag & Bone show their latest fashion design.

Following Paris, Milan and London, the concept of "men's wear week" appeared in the North American continent, and the sponsor behind this Show is Amazon.

Amazon is very optimistic about the steady growth of men's clothing market, which is also one of the reasons for the group's sponsorship of New York fashion week.

This is not the first time Amazon has sponsored similar activities. Earlier, they also sponsored Met Gala and India fashion week.

Amazon's motivation for sponsoring fashion activities is mainly to win word of mouth and blend in fashion circles. "In the long run, the key to the success of Amazon's fashion is whether fashion brands voluntarily sell products on the platform."

Talmage Advisors analyst Liz Dunn thinks this is also a pain point for Amazon's fashion platform, and some high-end brands simply do not want to sell products on Amazon.

According to recent news, after the New York men's wear week, Amazon has become the sponsor of the summer fashion party of the British Fashion Association.

In addition, Amazon also hosted events at some top fashion design schools. Last year, it offered us $100 thousand to reward the fashion stars of these schools.

A few days ago, India's economic times said that Amazon plans to buy Jabong, a fashion business in India. The two sides are in the preliminary stage of negotiations.

Jabong graduated from the famous incubator Rocket Internet AG. Since its inception in 2012, it has become the second largest brand in India fashion business, with a market share of about 25%.

Amazon CEO Jeff Bezos said that according to the current sales and growth rate of India market, India is expected to become the country in the history of using the shortest time to reach US $1 billion.

To seize the big market, Amazon launched the e-commerce website amazon.in in India in June 2013. After the India government proposed to ease the entry threshold for foreign e-commerce business in July 10th this year, Amazon immediately announced its investment plan for the India market, including the acquisition link.

It is reported that Jabong's valuation is 388 million euros, or about 500 million US dollars. Besides Amazon, many buyers are interested in it.

According to the statistics of Cowen and Company, the growth of Amazon's clothing sales has been faster than other categories. At present, Amazon's clothing sales account for only a small part of the total sales, and the growth space is very large.

From Amazon's recent moves, it seems that they have realized that their shopping patterns and genes do not match the luxury industry.

Based on this understanding, Amazon began to expand its horizons, no longer entangled in the "luxury" point, and choose to do a bigger "fashion dream."