Why Do Luxury Brands Not Buy Amazon Accounts?

Amazon can't be confused. Amazon should be deeply aware of this.

In 2014, the United States

The giant decided to enter the fashion industry. Now 2 years have passed. Unfortunately, its fashionable business is not getting better.

Now, picky.

Retailers still do not want to choose it.

Amazon is not trying hard to watch its development carefully. The spirit of never say die is really moving.

Amazon launched its watches, footwear and other products in 2007, and launched its clothing in 2008. The growth figures in Europe have given information to the fashion industry.

Subsequently, it opened Endless, the main e-commerce website of luxury goods and fashion products, which collapsed after 6 years.

After 2012, it added make-up and other classifications under the category of the main website. It also put the word "Luxury" in the label which is most valued by the electricity supplier. Last winter, several free brand fashions were launched.

Oh, yes, it is worth mentioning that the 40 thousand square foot professional studio built in New York in 2013.

But everything seems to be identical. The key problem is that the brand image is too deep and firm.

The electricity providers, who sell everything, start thinking about selling high order luxury goods. Amazon understands that this is not an overnight event.

TheIntegerGroup vice president of e-commerce channel told Glossy: "Amazon is more like Costco (supermarket name) than Nordstrom (American fashion department name)", people want to buy toilet paper instead of designer clothing, and buy basic T-shirts at most, which makes marketing officials of fashion brands feel that it is meaningless to toss up on them.

This is embarrassing.

In the existing pformation strategy, it may be the most effective way to achieve the goal by investing in vertical electricity providers.

Amazon's takeover list includes Shopbop, Zappos, Myhabit and EastDane, which are the main fashion companies, but there are also some people who refuse to sell, such as ASOS.

But in the vertical website acquired, the performance of luxury goods is also bad.

At that time, the companies that chose MyHabit only had MichaelKors, KateSpade and Milly. They were all light extravagant, and some of them were urban brands Guess and Fossil.

Today, this is not a good thing.

A recent report from L2 shows that less than 1/3 of the 83 luxury brands are in Amazon, and 75% of their sales come from the third party platform.

Wholesalers are annoying for brands that do not want to give up brand discount and inventory control.

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Although many luxury brands are now relaxed, Dior has opened up a short shoe online shopping service, but this does not mean that Amazon will be more likely to compete for luxury resources.

Luxury goods tend to provide a high standard and strict shopping experience. They are more willing to manipulate themselves. To tell the truth, they may be more worried about entering an electric business than entering Amazon.

At the moment, it is better to think about how to clean up the brand image to create a sense of confusion for users than to spend money on vertical business or classification.

The first is through the optimization algorithm, can push users some fashionable products.

The second is more cooperation with big fashion brands, both marketing and products can be done.