It turned out that Amazon launched fashion-related private brand and started selling

It has been reported that Amazon, which reigns at the top of the Internet retailing industry, started handling apparel related private brands (PB products were handled by himself).

Amazon Quietly Rolls Out Private Label Fashions - WWD
http://wwd.com/retail-news/direct-internet-catalogue/amazon-quietly-rolls-out-private-label-fashions-10364187/

Amazon's private label takes aim at the fashion industry
http://www.engadget.com/2016/02/23/amazons-private-label-takes-aim-at-the-fashion-industry/

The treatment of PB products was discovered in Amazon's Amazon, with a brand name that does not let you feel connected with Amazon at first glance. Several brands have been introduced by category, "Franklin & amp; Freeman(Men's shoes ""Franklin Tailored(Men's clothes · suit "James & amp; Erin Plus(Women's Casual "Lark & ​​amp; Ro(Ladies' Dress · Casual 」"NORTH ELEVEN(Women's Apparel · Accessory) "Scout + Ro(Kids Apparel ""SOCIETY NEW YORK(Ladies' Dress · Bag) "brand items are sold.

The lineup of Franklin Tailored dealing mainly with suit is like this. It ranges from 200 dollars to 250 dollars (about 22,000 yen to 28,000 yen is a price range, it seems that it is not affordable but can be affordable as a mens suit.

Amazon.com: Franklin Tailored: Clothing, Shoes & amp; Jewelry


It is like Lark & ​​amp; Ro, which line up women's party dresses and casuals. Both items are set at a price of 100 dollars (less than about 11,000 yen, so-calledFast fashionIt seems that it can be said that it is in a range that conflicts with the product of.

Amazon.com: Lark & ​​amp; Ro: Clothing, Shoes & amp; Jewelry


According to Ed Yruma, an analyst at KeyBanc Capital, Amazon is 1800 in the above 7 brandsSKU(We are dealing with 1800 kinds of goods, many of them are products for women, Society New York deals with dresses and bags over 900 SKU, Franklin Tailored handles men's suit at around 200 SKU Thing.

Amazon had traditionally treated apparel, but this time it seems to be the first time to launch products by launching PB, it can be said that it has entered the area that took the first step. So far, Amazon own brand smartphoneFire PhoneAnd e-booksKindleAlthough I thought that it is not a good idea to name the apparel "Amazon" as expected, it seems that it adopts a strategy that follows the grammar of the apparel world to launch a new brand .

Generally, apparel products are said to have better profit margin than goods such as hardware, and on average Amazon sells 40% profit margin at apparel. On the other hand, among people who use Amazon, the purchase price for apparel products is as low as 15%, and it seems that Amazon's PB product placement will be greatly influenced by the improvement around this .

In Japan, Amazon operated the fashion site "javari" which specializes in handling shoes and bags separately from amazon.co.jp, but it closed down in 2014 and integrated it with Amazon. did. It is a little worrisome whether PB expansion of this time will also spread to Japan.