After taking on groceries, Amazon now has its sights set on the fashion industry with the Amazon Prime Wardrobe. Keeping in mind Amazon’s history of gradual domination of retail markets, Prime Wardrobe seems to be a step in the right direction. Shashank Venkat with the report
It seems Jeff Bezos is hell bent on making Prime the world’s most diversified subscription service. Just days after Amazon informed the world about its acquisition of Whole Foods
, the e-commerce giant has announced a new offering called Prime Wardrobe
. The service, currently in beta, will gradually be made available to all Amazon Prime subscribers at no extra cost. Users can sign up to be notified when the service is made available to them.
The Prime Wardrobe service will allow shoppers to order clothes, shoes and other fashion accessories with no upfront costs. Users will need to pay for the clothes only if they decide to keep them, after a seven-day ‘try before you buy’ period. In line with Amazon’s philosophy of offering the most competitive prices, shoppers can save more if they decide to keep more than three items. If they buy 3-4 items, they can save 10% and if they buy more than 5 items, shoppers can get a flat 20% discount. Prime Wardrobe is expected to house more than a million apparels and accessories.
In addition to Amazon’s in-house brands such as such as Lark & Ro and Scout + Ro, Prime Wardrobe will include brands such as Calvin Klein, Levi’s, Hugo Boss and Lacoste, among others. The presence of these premium fashion brands will undoubtedly make Prime Wardrobe an attractive value proposition for users.
While its own private labels have not made much of a dent in the fashion industry, Prime Wardrobe can certainly make a strong case for these brands. Amazon Prime Wardrobe will compete with similar ‘subscription box’ services such as Birchbox
, Stitch Fix
and Trunk Club
The ‘try before you buy’ concept brings a lot of ease and convenience to online shopping. In fact, it will even eliminate experiential advantage, the only leverage point currently available to physical retailers. By allowing customers to try and then return clothes within seven days without payment, Amazon has reduced another pain point for online shoppers. If this service takes off, Amazon will put further pressure on bricks-and-mortar retailers, who are already struggling to keep afloat. In fact, reports have revealed that Amazon is all set to become the largest apparel retailer in the US
this year. Prime Wardrobe, with its ease and simplicity of use, in all likelihood will only cement its already strong foothold in the fashion market.
With 80 million Amazon Prime members in the US alone
, Prime Wardrobe will already be available to a significant chunk of its target users. Will the diversified bundle of faster deliveries, unlimited streaming of TV shows and movies, early access to deals, exclusive discounts and now Prime Wardrobe, expand the Amazon Prime subscriber base? We are watching closely!