Amazon, the standard bearer for e-commerce in market share and innovation, has struggled to make fashion as successful as its other retail categories. When CEO Jeff Bezos announced Amazon’s ambitions to take on the vertical at the Met Gala, which Amazon sponsored earlier this year, a collective eye-roll could be felt in the fashion world. Tech giants and online marketplaces (Google, eBay come to mind) have struggled to shake off their outsider image and out-of-touch-ness in the category for pretty much ever despite acquisitions and technical innovations that have aided the fashion industry. For starters, take a look at any of their fashion ads—no need to elaborate further, really. Can Amazon really crack the code others couldn’t?
Well, it seems Amazon is really dedicated to trying. In an effort to support this venture, Amazon is stepping up its push into fashion by leasing a 40,000 square foot studio on Kent Street in the Brooklyn, New York neighborhood of Williamsburg—the largest of its kind. The studio, set to be fully-staffed and ready to launch in the spring, is one of six that Amazon operates, but the only one in New York and the only one that will be dedicated uniquely to fashion. The studio will share talent among Amazon’s three fashion properties: Amazon Fashion, Shopbop and MyHabit, though each site will retain its own look and feel.
It’ll be exciting to see how Amazon does. Maybe this time next year we’ll be able to buy well-edited, in-season designer clothes and accessories at a decent price and have them delivered for free on the same day. If anyone can do it, it’s Amazon, though my wallet’s telling me to be careful what I wish for.