Amazon is now the owner of seven private fashion brands, from baby clothes to men’s suits. The brands are Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout and Ro and Society New York. The launch could bolster Amazon Fashion division.
Speaking at the WWD Apparel and Retail CEO Summit, Jeff Yurcisin, Vice-President of Clothing at Amazon Fashion said, “For Amazon, we know our customers love brands, many of the brands in this room and that’s where the lion’s share of our business comes from.When we see gaps, when certain brands have actually decided for their own reasons not to sell with us, our customer still wants a product like that.”
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This venture is reflective of Amazon’s desire to ensure that its consumers have more choice while browsing through products. Each of the seven companies specialise in different types of clothes. The company is hoping to ‘fill gaps in the market’ with seven brands.
North Eleven sells hats, scarves and knitwear for women, Scout and Ro is a children’s brand and Society New York sells women’s dresses and handbags. Franklin Tailored sells men’s suits, ties and gloves and Lark & Ro sells evening wear for women.
