Amazon Seeks Apparel Domination With Fourth Private Label
It's been awhile since we've covered any Amazon apparel news. We thought maybe the e-commerce giant was finally calming down, giving competitors time to catch up. But based on today's news, the company is just getting started in the apparel arena, and has now added another new private label apparel collection.
According to just-style, Amazon announced the launch of its fourth private-label brand, Meraki, a European line offering modern essentials for men and women. Amazon has said the collection is designed to "strike the perfect balance between simplicity, function and style." Meraki features clean lines, classic shapes and high quality fabrics. In specific offerings, the collection features premium cotton T-shirts, pure merino knits and slim leg stretch chinos in neutral colors, like black, khaki, navy, off-white, pure white and stone.
"Meraki was created to offer everyone who comes to Amazon his or her favorite wardrobe essential; that go-to piece you rely on time and time again," said Frances Russell, Amazon Fashion Europe's private brands vice president, according to just-style. "We aim to deliver the best for our customers, whether it's a modern blazer, a simple cotton shirt, T-shirt or chino."
As is the case with the company's other private label collections, Prime customers can take advantage of free returns and even one-day delivery options, so the company knows there's no excuse for its customers not to try out these new pieces. While this collection is nothing earth-shattering, it definitely poses competition for other high quality apparel retailers selling the basics at a bargain, like Everlane. If Amazon becomes the exclusive stockist of the basic work wardrobe, customers will expand into the e-commerce site's other clothing offerings as well. Make no mistake, Amazon keeps making big-time moves.