If you’ve ever asked yourself how retail technology could reimagine the entire apparel store experience – it seems Amazon’s been asking the same question.
Before we get to their answer, a little history. Amazon private label apparel quietly arrived on the fashion scene in 2016. Amazon Fashion, the fashion retail division of Amazon.com, continues to expand its selection of apparel, shoes, accessories, jewelry, watches, handbags, and luggage, rolling out new experiences like Prime Wardrobe in 2017, allowing shoppers try before you buy, and Personal Shopper by Prime Wardrobe in 2019, a service that provides curated recommendations.
Perhaps most foretelling of all, the division entered fashion influencer retailing when it launched The Drop in 2019. The Drop releases limited-edition assortments of fashion items designed by global influencers. When customers purchase influencer-designed items, each piece is individually made on-demand. Shoppers can sign up for text alerts to learn when new collections “drop” and follow The Drop on Instagram.