Amazon has launched seven in-house apparel and accessories brands offering menswear, womenswear and childrenswear.
The online retailer registered its new fashion brand trademarks in Europe through a Luxembourg-based subsidiary called Amazon Technologies, a report from CNN Money indicated.
Franklin Tailored is the company’s label for men’s suits and accessories line and Franklin & Freeman for men’s dress shoes.
The women’s clothing is under the James & Erin label, Lark & Ro and Society New York. There is also the North Eleven label which makes winter accessories for women. Scout + Ro is the clothing label for children.
The trademarked brands are selling more than 1,700 different items on Amazon’s US website, while Lark & Ro is available on the Canadian site.
The prices of most of the clothing and accessories displayed on the site are below $100. The labels do not give shoppers any clue that they are Amazon-controlled brands. The brand with the most items posted on the site was Society New York, which displays women’s clothing and accessories.
Retail analysts from KeyBanc Capital Markets forecast that even if Amazon’s customer engagement in apparel is only about 15 per cent in the 12 years after it entered the fashion category, the new private brands could significantly increase the retail site’s earnings over the next two years. They estimated profit margins in the company’s clothing business could be twice the industry average, the report stated further.
