Anything can be found on Amazon, a well-recognized platform for its broad selection of household goods, books, gadgets, men’s bomber jackets, women’s bags, shoes, and other items. You can buy things from Amazon if you need them in the next few days or even hours. 39% of American consumers purchase clothes on Amazon, according to the most recent Consumer Trends Report by Jungle Scout. Amazon itself confirms that over 40 million US customers have bought clothing, shoes, and/or accessories from Amazon. Now the question arises, what makes Amazon Fashion Products Successful? Here are some features and activities released by Amazon to grow its fashion category.
Amazon has recently focused on enhancing its user interface, developing new brand pages that let businesses deliver more individualized experiences while remaining on the well-known, simple-to-use Amazon platform. Brand pages allow consumers to focus 100% on one brand only. A brand page will have a polished, personalized appearance in contrast to a product listing page, which uses Amazon’s template and even includes competitor ads. Amazon allows companies to share their story, product description, designers, etc., to promote their services.
Some brands have witnessed a 70% spike in sales in just 30 days from their brand page, though the results will vary from brand to brand. The performance of your Amazon shop was previously tough to gauge, but marketers now have access to a tool called Amazon Store Insights.
This tool offers information on the performance of the campaign, the source of visitors, and the page’s effectiveness.
Amazon Prime Wardrobe, a “try before you buy” service, was introduced in April 2018. Similar to Stitch Fix, LeTote, and Nordstrom’s Trunk Club, which employ a similar business model, Prime Wardrobe enables customers to order up to 8 pieces of clothes at once and only pay for what they keep. It is available to all Prime members and provides the client with free and simple returns for unwanted purchases, giving online customers more of an in-store experience. However, it is exclusively accessible to Amazon clothes vendors by invitation.
Consumer reaction has been favorable. It is a home run to be able to order several items of apparel from the comfort of your home and only pay for what you keep. The 14-day trial period and free returns, however, are a source of anxiety for vendors.
Due to COVID-19, Amazon postponed its annual shopping event, Prime Day 2020. Therefore, in late June 2020, Amazon hosted a new, fashion-focused “Big Style Sale” in an effort to boost sales. The goal of the offer was to aid merchants and clothing stores whose sales were severely impacted by the coronavirus. The open invite event offered up to 50% off participating businesses.
The Big Style Sale did not have such an impact, in contrast to Prime Day recaps galore. However, some businesses get benefits.
A temporal fashion event hosted by Amazon called “The Drop” offers limited-edition street styles developed by worldwide influencers. In order to produce limited-edition clothes and accessories, Amazon has teamed up with international trendsetters and influencers. A collection can only be viewed online for 30 hours or until all of the products are gone. In order to reduce waste, each component is then produced to order.
Offering a product for a little period of time aids in generating excitement and a sense of urgency about a brand’s goods. A brand or shop may collaborate with Amazon to create and market their own limited-edition clothes on The Drop if they have a sizable online following among consumers interested in fashion.
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The Drop has expanded Amazon’s audience while promoting the brands of influencers and fashion designers. Additionally, The Drop has been highlighted in a high-end fashion blog and maintains an active Instagram account with significant interaction.
Amazon introduced its Influencer Program in 2017. In 2019, Amazon expanded that concept by creating specially selected influencer stores. Influencers with a following on YouTube, Instagram, Twitter, or Facebook are eligible for the program. By examining an influencer’s follower count, content kind, frequency, and content relevance to Amazon customers, Amazon screens its influencers. When hyperlinking a URL is not possible, influencers can direct traffic to their Amazon stores. Influencers are paid a fixed fee for each Amazon product sold (and the fees vary by category).
Influencers cannot personalize the Amazon Storefronts very much right now, but Amazon is trying to give them more customization options. This has been a terrific method for Amazon to enter the influencer industry while also enabling influencers to directly monetize their platforms, which benefits both parties.
Nowadays, Fashion products, including footwear and clothing (Men’s leather bomber jackets, leather shoes, casual wear, sportswear, etc.), have overtaken books, cosmetics, and other electronics on Amazon. It is the most popular product category and offers easy purchase and return policies. Looking forward to buying the best fashion products? Then go to Leatheriza Affinity for the best experience.