Amazon Launches Prime Exclusive Men'S Wear Line

Quietly launched a self owned.

The line is called "ButtonedDown".

Unlike previous private fashion brands, the men's wear line is only for Prime members.

On the existing proprietary pages, there are only 8 basic shirts, easy to clean and machine washable shirts, and the simple style is associated with UNIQLO.

According to the world clothing and shoe net, the price of these shirts is from 39 US dollars, and the material is 100% Native American SupimaCotton. There are 72 kinds of size combinations, and two kinds of tailoring such as classic, fit and so on.

Prime members can enjoy unconditional unconditional refund after purchase, but these products are now available for sale in the US market.

Amazon's menswear editor WarrenSatchell said in a statement that the new

The positioning is "high quality, cost-effective, convenient and flexible, and can be matched with Western-style clothes or jeans."

In the future, a wide range of products will also be extended to trousers, sweaters and sweaters.

It sounds that Amazon will compete directly with its third party cooperation brands such as G.H.Bass&Co., Wrangler, Dickies, RalphLauren, Izod, HugoBoss and Penguin on its platform.

BottonedDown Amazon page

"Selectively launching self owned brands can enrich the types of products provided by Amazon and attract more traditional clothing retailers."

KeyBancCapital researcher EdYruma previously analyzed that "the clothing industry is quite scattered but huge in volume, and its threshold is low, which is also consistent with Amazon's own competitive edge."

Amazon's expansion in its own fashion brands began last year.

By the end of February this year, Amazon has launched at least 7 free brands, with a total of 1800 SKU.

The positioning of these brands is almost the same: practical, convenient, good ride and inexpensive.

This includes men's shoes brand Franklin&Freeman, men's clothing and accessories brand FranklinTailored, women's wear brand James&Erin, Lark&Ro and SocietyNewYork, women's accessories brand NorthEleven, and children's wear brand Scout+Ro.

However, there are 911 SKU concentrates on the SocietyNewYork brand, while the male brand category is relatively small, such as FranklinTailored, only 250 SKU, and the location is more mature.

The new ButtonedDown can be seen as a supplement to Amazon's own men's wear line, and also a means to expand Prime's young members.

At present, half of the households in the United States are members of Amazon Prime, of which 70% are families with lower age and higher incomes, with an annual income of more than 112 thousand dollars.

As we have reported before, Amazon has been expanding in fashion for 12 years.

It bought ShopBop, MyHabit, EastDane and other fashion e-commerce sites, signed hundreds of modern commercial brands and designer brands such as MichaelKors and VivienneWestwood, sponsored the fashion week in New York, and also edited CarolinePalmer as the editor in chief of content and social media.

Last year, Amazon has become the largest online clothing seller in the United States, with a total sales volume of US $16 billion 300 million, which is more than the other 5 top sales of Nordstrom, Gap, Kohl "s" and LBrands, the parent company of Victoria'sSecret.

Some analysts say it will exceed Messi's department store in 2017 and become the largest clothing retailer in the United States.

More interesting reports, please pay attention to the world clothing shoes and hats net.