E-commerce giant Amazon has launched its own fashion line ‘Find’ with around 400 options. Available online through Amazon’s Prime membership, the launch took place quietly last week.
“We love fashion and we design for people who love fashion too. We believe clothes should be inspiring to wear without breaking the bank,” Amazon stated on its website, adding, “Our mission? To bring you the key pieces every season that give your wardrobe a lift, as well as hardworking modern basics. It is about the mix – the fashion mix and the life mix too. We know your time is tight and there is so much to do. Find and style it your way.”
Priced from around Euro 9 up to Euro 64, the range includes tees, men’s formal shoes and moccasins, shirt dresses, and skinny and kick-flare jeans, as well trend-driven items such as cold-shoulder tops, peplum tops, lace tees, frill detail dresses and even a Balenciaga-inspired draped silver jersey dress.
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Furthering its expansion with Find, Amazon has intensified its focus on fashion (retail) over the last year. In 2015, it opened a fashion photography studio in Shoreditch, London and began stocking brands such as Calvin Klein and Levi’s. It has also added 350 new fashion brands to its site in the last quarter of 2016 alone with more prominent players such as New Look, French Connection and Boohoo coming on board.
The e-tailer is also trialling a private-label lingerie and athleisure brand in the UK and Europe called Iris & Lilly.
