How Can Amazon Actually Help the Brands it Hopes to Court?


Amazon offers a cleaner presentation more in line with the featured brand with its recent launch of 10 Crosby.

Amazon offers a cleaner presentation more in line with the featured brand with its recent launch of 10 Crosby.

Amazon offers a cleaner presentation more in line with the featured brand with its recent launch of 10 Crosby.

Amazon is coming for high-level brands, whether they want it or not.  Luxury labels in particular have been generally resistant to finding themselves featured on the online behemoth. Now prestige beauty is expected to get the same treatment (with the potential backlash unclear at this early stage). And of course, let’s not forget that booksellers and publishers were the original force of resistance against Amazon’s hegemony. They’ve been waging this war for years before fashion got into it. However, the behemoth is on its way into selling everything, especially the luxury labels who’ve deemed it a visually unfit online marketplace. Is it necessarily going to be awful?

We spoke with Avani Patel, the founder of TrendSeeder, which fosters new designers through dedicated e-commerce and an incubation program.  Her raison d’être is to take them into household name territory, which at least in theory, Amazon should be great for, but isn’t.  Patel is on the fence, believing that it “can both help and hurt the young emerging designer.  It can help because it provides a broader distribution outlet,” however, she also noted that the aforementioned image shortcomings are a problem: “the potential downside is that the user experience on Amazon may not be in line with how a fashion label would want to interact with their customers which could negatively impact brand equity.”  You get the access to better brand recognition, but the trouble is that that recognition isn’t in line with your brand’s vision.

However, Amazon has been trying to address this, rolling out features that would benefit brands better.  The recent launch of Pages, which allows companies more visual control over their image on the site is one way the online giant is trying to appeal to upscale labels.  Pages, which come in the form of amazon.com/brandname URLs and kind of look like Facebook, are capable of making brands look better than they usually do on the site.  As an example, take a look at the page for Derek Lam’s 10 Crosby line, an example the higher bar Amazon seeks to set for luxury customers.

Young designers are featured on TrendSeeder to provide customers substantial background about them and their labels.

Now, it seems the trouble with Amazon might run more than surface deep. Data collection within the fashion industry in general is becoming increasingly necessary, but if a label’s main online presence is on Amazon, their access to said data is impeded. Patel notes the hindrance that “Amazon, not the brand, will now own the customer data, thereby making the brand reliant on Amazon.  This may also lead to the brand having less negotiating power.” Neither of those things, for either established luxury labels, prestige beauty brands, or the emerging designers Patel’s program incubates, is in any way appealing.

Even as Amazon works to fix its image problem, it’ll have to find a way to work more closely with the brands it hopes to represent. The collaborative presentation of Derek Lam’s 10 Crosby line is a step in the right direction, but will Amazon be willing to go this in-depth for all its brand relationships? It looks like they might have to.


11 Responses to “How Can Amazon Actually Help the Brands it Hopes to Court?”

  1. Shellie

    Hi there, I enjoy reading all of ypur article post.

    I like to write a little comment to support you.

    Reply
  2. Hannelore

    Hello, i feel that i saw you visited my blog thus i came to return the choose?.I am trying to find issues to improve
    my site!I assume its good enough to use a few of your ideas!!

    Reply
  3. Rebekah

    What a information of un-ambiguity and preserveness of precious
    familiarity concerning unexpected emotions.

    Reply
  4. Brigitte

    Wonderful beat ! I would like to apprentice while you
    amend your web site, how could i subscribe for a blog website?
    The account aided me a acceptable deal. I had been tiny
    bit acquainted of this your broadcast provided bright clear idea

    Reply
  5. Joeann

    Please let me know if you’re looking for a writer for your blog.
    You have some really good articles and I feel I would be a
    good asset. If you ever want to take some of the load off, I’d love
    to write some articles for your blog in exchange for a link back to mine.
    Please shoot me an email if interested. Thank you!

    Reply
  6. Vernita John

    Thank you a bunch for sharing this with all folks you actually recognize
    what you are speaking about! Bookmarked. Kindly additionally discuss with my web
    site =). We can have a link change agreement among us

    Reply
  7. Natalia Collee

    If some one wants to be updated with most up-to-date technologies after that he must be visit this website and be up to date all the time.

    Reply
  8. Patsy Mares

    Howdy I am so delighted I found your website, I really found
    you by mistake, while I was researching on Google for something else,
    Regardless I am here now and would just like to say thanks for a fantastic post and a all round
    entertaining blog (I also love the theme/design), I don’t have time to go through
    it all at the minute but I have saved it and also added your RSS feeds, so when I have time I will be back to read a lot more, Please do keep up the awesome work.

    Reply
  9. Newton Boschult

    Would you be interested in exchanging links?

    en.wikipedia.org/wiki/Business?zebra

    Reply

Leave a Comment!

  • (will not be published)

*Required field