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Tuesday, February 23, 2016

Amazon Private Label Fashion

Is it true that Amazon is pushing forward to expand a private label apparel program?
Lark & Ro

Amazon has reportedly launched seven private label fashion brands and up to 1,800 new products ranging from men's suits to women's accessories to children's clothing.  Its own trademarked brands include Franklin & Freeman, Franklin Tailored, North Eleven, Scout + Ro and Society New York.

Engadget reported, “Trademark searches reveal that Amazon owns the trademarks on the brands, and it recently posted job listings hinting that it may start its own clothing line.” View the entire Engadget Amazons Private Label Fashion article. 

It has been reported that Amazon makes a higher profit on apparel then on electronics.  However, only approximately 15 percent of Amazon's active customers ever buy clothing and accessories on the site.  Clearly Amazon wants to increase the amount of fashion sold on the site.

The Engadget article also mentions that Amazon has “partnered with fashion brands like LaCoste, Camper and DKNYC. However, the company's VP of fashion, Jeff Yurcisin, said at a retail clothing show last year that "when we see gaps, when certain brands have actually decided for their own reasons not to sell with us, our customer still wants a product like that."  For that point of view, we'd expect many of Amazon's private label products to be in the same style as certain name brands.”

It appears that Amazon hasn't promoted the apparel venture as of yet.  Most likely they are getting organized more before official marketing campaigns launch (if any).

Amazon has also been scooping up online fashion stores, like ShopBop, MyHabit, and EastDane.

How will the Amazon private label fashion growth impact the apparel industry?

Learn more about private label apparel in our terms section.

View some of the Amazon private label fashion brands Franklin & Freeman, Franklin Tailored, North Eleven, Scout + Ro and Society New York.

For further research, you may want to read the following news articles:

Amazon 7 Private Label Brands (Business Insider)





The trademarked brands range from women's scarves and cold weather gear (North Eleven) to women's workwear (Lark & Ro) to a new source for draped cardigans (James & Erin). Also shop clothes for kids (Scout + Row), men's shoes (Franklin & Freeman), and $250 men's suits (Franklin Tailored).

Here is a bit more about some of the Amazon private label apparel collections:

Lark & Ro is for women constantly on the move, who want to look stylishly pulled together from day to night. Practical yet polished, this brands wardrobe essentials are the perfect solution for those navigating busy mornings, a hectic work schedule, and a full roster of after-hours and weekend events.  Their purpose is to simplify your life by serving up effortless style when you need it most.  The Lark & Ro collections consist of pretty, versatile pieces with a classic yet modern look. We love a great dress because it’s an easy, one-and-done outfit for women on the go. Each season, Lark & Ro offers plenty of choices in figure-flattering shapes, including fit-and-flares, wrap styles, structured sheaths, and more. They pay extra attention to the fine details like beautiful draping and soft pleats, which give their dresses something special.  Lark & Ro is also the busy woman’s resource for seasonal must-haves—from summer tops to winter coats—plus fresh takes on the latest silhouettes. The brand designers source fabrics that will hold up all day, so creasing or wrinkles are a non-issue, and caring for our pieces is a breeze.  Most importantly, they aim to deliver top quality at accessible prices you’ll love, season after season.

Scout + Row for kids.  Scout + Ro outfits girls and boys ages 4 to 14 with confident, comfortable, ready-for-anything clothes, so they can make the most of every hour between breakfast and bedtime.  The Scout + Ro collection is full of soft, easy-to-wear styles that both children and parents will love.  They aim to help curb the craziness of hectic mornings by providing kid-friendly options: Practical, versatile clothing that’s easy for young ones to pull on and off themselves, plus mix-and-match pieces that inspire fun, fresh combinations.  Scout + Ro is not only your go-to clothing resource for daily essentials but also every event on your child’s social calendar. You’ll find casual hoodies, tees, polos, and track pants for school days and play dates, as well as skirts, sweaters, and khakis for music recitals, holiday parties, and other special occasions.  Regardless of whether your kids need lightweight shorts or a cozy cardigan sweaters, you’ll find options in stock year-round to make sure they’re covered and content.  Scout + Row clothes stand out thanks to playful prints, stripes, and bright colors, but the designers also take care to design pieces that won’t be in today, out tomorrow. Scout + Ro also continually strives to provide exceptional value, with high-quality and easy-care fabrics that have the durability to live up to your high-energy, hard-playing kids.

Learn more about these brands and their other brands at the Amazon.com website.  You can also learn more about Amazon clothing here on Apparel Search.

If you would like to shop for other international brands, Amazon offers them as well.

Learn about other fashion brands & designers here on Apparel Search.

Thank you for taking the time to read our fashion retailer blog post. We hope that you have found this news to be informative. If you have comments or questions, please add your thoughts in the discussion area below.

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