Selling with the enemy: Why rival retailers embrace Amazon via ReutersTV
MADRID/NEW YORK - Chico’s FAS Inc warned in January that it would shutter at least 250 stores across its namesake brand, along with its White House Black Market and Soma labels.
From Nike Inc and Under Armour Inc to Lands’ End Inc and Levi Strauss & Co, major brands are distributing clothing and accessories directly through Amazon.com, attracted by more than 100 million members of Amazon’s loyalty club Prime and its advanced delivery network. Amazon declined to comment on the early-stage probe, or say how many private label clothing brands it had and how fast it was churning out new ones. A spokeswoman said Amazon’s private label products account for about 1 percent of its total retail sales.A Nike spokeswoman said its business with Amazon continued to perform well, but said the company’s approach was broader than Amazon alone and that it continued to engage with a number of digital marketplaces.
“It’s something we’re aware of and understand the risks,” said George Nahra, senior vice president of strategy, business development and international at Chico’s, which flies executives to Seattle regularly to review the growing Amazon business.Amazon markets fashion across the world from Brazil to China. It has made its Prime Wardrobe concept, which allows Prime members to order clothing with no upfront charge and free delivery, available in the United States, Britain and Japan.
Amazon Prime member Abby Kidd bought a pair of Silver brand $80 jeans the first time she used the Prime Wardrobe service. Lands’ End started selling core items such as flannel shirts and down coats on Amazon in February last year as part of its strategy to branch out from troubled Sears stores, where it has lost dozens of retail locations.
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