Analysis: Can coronavirus clothing crisis help Amazon’s fashion credibility?

Amazon Prime Wardrobe

As fashion struggles worldwide, is this Amazon’s golden opportunity to play saviour and gain market share or will its utilitarian credentials keep it from breaking through?

Over the years, Amazon has made attempts to break into the fashion market, launching its Prime Wardrobe service in 2017 and hosting fashion pop-ups in the UK in 2018. It also recently announced a collaboration with Vogue and the British Fashion Council to help propel struggling designer labels amid the coronavirus pandemic.

And in the US Amazon has announced a ‘fashion summer Sale event’ on June 22 to “jumpstart” sales post Covid-19, which will run for seven to 10 days.

Amazon’s fashion arm has been steadily growing in keeping with the retailer’s overall growth rate for the past few years.

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