Just when you thought Amazon covered it all; living up to the title of ‘The Everything Store’, it has decided to shake things up-in the fashion world, this time, creating their own fashion label, called ‘Find’. The new label features an array of womenswear and menswear items, including casual wear, dresses, suits, activewear, underwear and shoes.
With their new addition, news sites worldwide have been quick to coin Amazon as an “up and coming, leading fashion house”. Although, this term still bothers me, just a tad. I mean, when was it ever okay to call some geeky online store a ‘leading fashion’ house?’ 2017 scares me, but it just re-iterates that literally anything is possible.
But, let’s face it; since Amazon covers anything and everything that one is looking for; from electronics to books, beauty products, and apparel, it was only a matter of time before they’d introduce their very own fashion label.
Up until now, Amazon’s private clothing division thrived on selling the basics; functional clothing, with zero frills. One could go as far as saying that the clothing mirrored that of any other mundane item on their list. The clothes were somewhat boring; simple styles and colours, and definitely didn’t appeal to the fashionistas. In recent years, through the sale of other youth-targeting fashion brands, such as ‘Misguided’, Amazon noticed the incredible opportunities that came with offering apparel that spoke to the fashion conscious youth. That’s what they seem to do best-identifying the good sellers, and then sort of ‘copying’ the model-tweaking it here and there, and then owning the market, coincidentally. So, you can be quite certain that they’re gonna make a hit with this one. Director of the brand, Glen George told the paper: “We are used to taking catwalk or street-style inspiration, and the beauty of Amazon is that we can mine customer feedback from what customers like and don’t like and what they buy.”
You see, one thing about Amazon is that they’re not afraid to mess up. If something is not working out, they don’t back down-ever. They fight harder-making changes and trying again. Sometimes trying hundreds of different things, just to see the success of their venture. For that reason alone, Find, as silly as it sounds, will more than likely cause quite a successful stir.
But, before we give the side eye to this new kid on the block, we should at least give it a chance. After all, Amazon has made some genius moves-ones that surprisingly have me feeling pretty confident about the label. In a strategic move, Amazon’s European fashion division took the reigns; placing Primark’s former buyer, Glen George, and Debenhams’ design director, Karen Peacock, in the director’s seat, with the appointment of Marks and Spencers’ former womenswear executive, Frances Russel as the Vice President of the brand. The fusion of some of the industry’s strongest creatives has seen the creation of a fashion-forward label, in line with all the latest catwalk trends, according to the bloggers. While the brand offers simple, staple wardrobe items, there’s no doubt that they’ve pushed their fashion boundaries, adding hot-pink sock boots, checked blazers, two-tone wide-legged trousers and floral wrap dresses to their collection. It sounds quite interesting, and I should probably admit that I’d die to have some of these items hanging in my wardrobe.
What makes this new prospect that much better, is the fact that you’ll finally be able to sport fashionable pieces, that are of great quality, and don’t break the bank. Although Amazon has not positioned the label as a ‘budget brand’, and originally known for selling books like Oliver Twist, they’ve made sure to keep the prices as affordable as possible, with items starting at just £10. If that’s not good news, enough, the size ranges begin at X-small and move up to XXX-large-meaning there really is something for everyone. There is a catch, however. The brand is only available through Amazon’s Prime membership, and at this point, is only being sold in selected countries-but, they have their sights set on a global fashion take-over, so keep your eyes peeled for the day you can shop up a storm, from South Africa!