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.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.