Amazon quietly launches its own clothing brands

By Shawn Knight
Feb 23, 2016
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  1. Amazon has never hesitated to compete with traditional brick-and-mortar outfits (no pun intended) and its latest endeavor is certainly no exception. The e-commerce giant has quietly launched its own in-house fashion lines comprised of more than 1,800 individual fashion products across seven different brand names.

    According to WWD, KeyBanc Capital analyst Ed Yruma disclosed the launch in a recent note to investors. Amazon's "house" brands include Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro and Society New York. The brands sell a range of products including men's dress shoes, suiting and accessories and a variety of women's clothing.

    The majority of products are said to be in the women's dress and handbags line, Society New York, which makes up 911 of the roughly 1,800 SKUs. Men's accessories line Franklin Tailored features around 250 unique SKUs, we're told.

    Those in the fashion industry aren't entirely surprised by the move. WWD reports that in recent weeks, the e-commerce powerhouse has posted job listings looking for marketing and senior brand managers, a head of marketing, a senior sourcing manager and a senior merchandiser to staff its private label unit.

    Pricing on some of the private label brand products indicates Amazon is content to tackle the cheaper end of the price spectrum. While that approach may not bring in the most profit per sale, it's likely that Amazon generate more sales overall to make up for the difference.

    Permalink to story.

  2. Technician

    Technician TS Addict Posts: 677   +113

    Quietly? You keep saying that Amazon does this and that 'quietly' with an audience of 304 million annual account holders (prime) and as many more without that feature, they cannot possibly do anything 'quietly'.
    Anything Amazon does, it does very loudly. :)
    EClyde likes this.
  3. Raoul Duke

    Raoul Duke TS Guru Posts: 860   +308

    If they would send the lady on the left I might 'take a look'
    wastedkill and Skidmarksdeluxe like this.
  4. LiveResistance

    LiveResistance TS Booster Posts: 83   +63

    LOL - so would I :)
    wastedkill likes this.
  5. Skidmarksdeluxe

    Skidmarksdeluxe TS Evangelist Posts: 6,341   +1,939

    Fussy eh? There's not too much wrong with the one on the right either.
    wastedkill likes this.
  6. RustyTech

    RustyTech TS Guru Posts: 819   +385

    Dibs on the right!!!! I'm really liking amazon's..."clothing".
    wastedkill likes this.
  7. amstech

    amstech TechSpot Enthusiast Posts: 1,437   +592

    It got to Amazons head just like Newegg.
    I find better prices then what Amazon charges all the time, some by 20%+, on virtually everything.
  8. Bubbajim

    Bubbajim TS Addict Posts: 135   +50

    What the hell is an "SKU"? I get from the context that you're talking about the different designs/items, but am baffled by the acronym. Halp!
  9. dirtyferret

    dirtyferret TS Enthusiast Posts: 62   +37

    Stock Keeping Unit although internally Amazon uses something called ASIN code (Amazon Standard Identification Number)
  10. Uncle Al

    Uncle Al TS Evangelist Posts: 1,517   +677

    Awww shoot, at my age either one would be wonderful, especially if they had a pulse!
    wastedkill likes this.
  11. Skidmarksdeluxe

    Skidmarksdeluxe TS Evangelist Posts: 6,341   +1,939

    The clothing? Oh? Yeah, I hadn't noticed that but now that you've pointed that out...
  12. Technician

    Technician TS Addict Posts: 677   +113

    Sounds like some of you need to get a girlfriend or a wife. :)

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