Amazon Fashion’s Black Friday Formula

Amazon Fashion is on a major uptick. With sales momentum driven by Gen Z and millennials, the online retail juggernaut is tailoring its Black Friday strategy to its consumer-crazed loyalists, using AI and social media indicators to outperform competitors.

In fact, recent industry figures show that Amazon is the leading e-retailer in the United States. Although the majority of the company's revenues are generated through sales of electronics, fashion is becoming an increasingly valuable retail segment, and developments in this sector continue to he a main driver in the company's growth.

As of today, Amazon Fashion has rolled out five private labels in Europe at entry-level and mid-range prices — namely Truth & Fable, Find, Meraki, Iris & Lilly, and Aurique —and 103 labels in the United States and outside of Europe, but according to John Bumphrey, Vice President of Amazon Fashion Europe, this is just the beginning. "We always look to innovate for our customers and to create a great shopping experience for them — and what our customers want is choice, value and convenience," John Boumphrey told NOWFASHION.

And Amazon's vast array of e-retail initiatives seems to pay off so far: a report by U.S.-based retail-focused digital marketing agency CPC Strategy shows that the American behemoth is currently at the forefront of the e-commerce apparel industry thanks to its high-performing e-commerce functionalities and features — with close to $232 billion in net revenue in 2018, a 31% increase from 2017.

Moreover, the younger generation seems particularly fond of Amazon Fashion's latest retail initiatives: 63% of Gen Z and 57% of millennial shoppers are already purchasing apparel from Amazon Fashion, according to Nii A. Ahene, chief operating officer and co-founder of CPC Strategy. Nii A. Ahene further noted that most age groups on Amazon are browsing and buying clothing across multiple shopping channels, which speaks to the need for brands and retailers to invest in a strategic multi-channel strategy to engage with apparel shoppers across multiple touchpoints.

"We think that this marriage of content and technology is completely changing the way  customers are getting inspiration for their fashion shopping — and how they are actually shopping," added John Boumphrey. "At Amazon Fashion, we are all about listening to our customers and responding to them, and our customer polls on social media is one of the good examples of how we try to do that."

In this sense, appealing new e-commerce concepts such as Prime Wardrobe (a try-on-and-buy-later shopping feature), The Drop (a made-to-order limited edition designed by international influencers), Style Snap (an AI-powered visual recognition tool), as well as Destination Denim (a both on- and offline 4-day experiential shopping event in Berlin) are amongst Amazon Fashion's recently launched e-retail initiatives that caused a lot of ink to flow in Europe and beyond — and a lot of younger customers to click on the "buy" button.

However, even if they are still e-retail-thirsty, the younger generations are also more aware of sustainable and societal issues: Gen Zers still value individual and digital expression as the millennials do, but according to recent studies by McKinsey & Company, they are radically inclusive, avoid labels, and prefer a sharing economy to ownership. In addition, they mobilize themselves for a variety of ethical and environmental causes, have fewer confrontations, and are all united by the willingness to unveil, understand, and connect through different cultural and socioeconomic truths. In this sense, fashion giants such as Amazon Fashion need to cater to these more inclusive, generational truths if they want to stand a chance to appeal to these younger generations in the long haul.

"At Amazon, we have got tens of millions of customers who are shopping Amazon Fashion — and yet, not two of these customers are alike, and everyone wants to find products that match their personal style," John Boumphrey explained, in order to draw attention to Amazon fashion multi-faceted retail selection. "What we seek to do is carry a broader range of brands and collections, from essentials to niche brands, which all reflect the diversity of our customers' preferences, size, and budgets. It is essential to carry this diverse and inclusive range of selection."

In anticipation of this week's Black Friday, Amazon Fashion has already released hundreds of discounts for its' Deals Week', including ready-to-wear pieces from fashion brands such as Gen Z and millennial-geared brands like Calvin Klein and Tommy Hilfiger, just to name a few. However, when asked about ongoing developments, John Boumphrey remains discreet. "We are focused on the intersection between fashion and technology, and ultimately all about figuring out how we can make the shopping experience more exciting for our customers — and this is where we put all our energy into. Even if we have been there for ten years, we have this saying in the company that it is important to stay in 'day one’ and we believe that we are right at the start of this exciting and long journey."

SHARE
  • Facebook
  • Twitter
  • Pinterest
SIMILAR ARTICLES
A Verdict on Digital Fashion Week
By Fabio Ciquera
In the past two weeks, we have witnessed an array of different and varied virtual presentations,...
By Fabio Ciquera
In the past two weeks, we have witnessed an array of different and varied virtual presentations, online happenings and symposia. One cannot accuse luxury houses to lack inventiveness, and there is a genuine appreciation for the quick turnaround in moving everything online. From Loewe to Prada and...
In the past two weeks, we have witnessed an array of different and varied virtual presentations, online happenings and symposia. One cannot accuse luxury houses to lack inventiveness, and there is a genuine appreciation for the quick turnaround in moving everything online. From Loewe to Prada and Dior, among the many names, the creative solutions have been exciting to watch. This new reality...
Revival LDN: The Upcycled Fashion Brand Aiming At Helping the Environment
By Alice Ierace
For years now, many fashion brands have added sustainability to their vocabulary and, through...
By Alice Ierace
For years now, many fashion brands have added sustainability to their vocabulary and, through research and proposals, have tried to lessen the fashion industry’s huge impact on the environment. However, despite the efforts, many are still the fast-fashion brands ignoring the issue. The problem is...
For years now, many fashion brands have added sustainability to their vocabulary and, through research and proposals, have tried to lessen the fashion industry’s huge impact on the environment. However, despite the efforts, many are still the fast-fashion brands ignoring the issue. The problem is that, no matter how sustainable they deem they are, we are still living in a fast-paced environment...
Reflections on Life post Lockdown at MFW
By Alice Ierace and Elisa Carassai
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021...
By Alice Ierace and Elisa Carassai
By Alice Ierace and Elisa Carassai
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021 and Women’s Resort 2021 collections with an informal gathering at Milan’s iconic Four Seasons Hotel. “We are finally back together, in the garden of this iconic hotel, in the heart of Milan’s...
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021 and Women’s Resort 2021 collections with an informal gathering at Milan’s iconic Four Seasons Hotel. “We are finally back together, in the garden of this iconic hotel, in the heart of Milan’s Montenapoleone district. We want to highlight that we are a family, that Etro is a family living in a world...
White Mountaineering Brings Back BLK Line
By Elisa Carassai
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese...
By Elisa Carassai
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese designer Yosuke Aizawa. This season, the designer not only presented an exclusive film directed by Daito Manabe from the Rhizomatiks, but he also decided to relaunch his original BLK line. Launched in 2009,...
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese designer Yosuke Aizawa. This season, the designer not only presented an exclusive film directed by Daito Manabe from the Rhizomatiks, but he also decided to relaunch his original BLK line. Launched in 2009, White Mountaineering’s BLK Line proposed a new feel to outdoor wear with high-spec textiles and...
Digital Meets Local at Sunnei
By Elisa Carassai
Before lockdown started, Loris Messina and Simone Rizzo...
By Elisa Carassai
By Elisa Carassai
Before lockdown started, Loris Messina and Simone Rizzo were supposed to move in their newly-bought building, Casa Sunnei. Not being able to move in, and stuck quarantining home, the duo started reflecting on what they could do to move forward, at a slower...
Before lockdown started, Loris Messina and Simone Rizzo were supposed to move in their newly-bought building, Casa Sunnei. Not being able to move in, and stuck quarantining home, the duo started reflecting on what they could do to move forward, at a slower pace.  “During the lockdown, I realized we were moving at a pace that was too fast - we were...
A Play of Poetics at MFW
By Elisa Carassai
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was...
By Elisa Carassai
By Elisa Carassai
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was Massimo Giorgetti’s MSGM, with a film celebrating the new Milanese generation of young creatives, as well as the joy of life post-lockdown. Inspired by writer Isabella Santacroce’s book Fluo: Storie di...
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was Massimo Giorgetti’s MSGM, with a film celebrating the new Milanese generation of young creatives, as well as the joy of life post-lockdown. Inspired by writer Isabella Santacroce’s book Fluo: Storie di Giovani a Riccione (“Fluo: Stories of Young People in Riccione”) – who also happens to be from...
Purity and Tradition Intertwine at MFW
By Alice Ierace
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the...
By Alice Ierace
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the announcement back in February stating that Raf Simons would become the brand’s new co-creative director, today we were lucky enough to witness Miuccia’s last solo collection – her final bow after three...
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the announcement back in February stating that Raf Simons would become the brand’s new co-creative director, today we were lucky enough to witness Miuccia’s last solo collection – her final bow after three decades of unforgettable shows.Of course, a simple presentation wasn’t in the plan – it needed that...
Auralee’s Imaginary Journey Through Time
By Alice Ierace
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer...
By Alice Ierace
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer 21 collection during digital Paris Fashion Week as one of the major independent fashion brands.As a brand, Auralee is renowned for its magnificent clean silhouettes, impeccable quality and minimal...
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer 21 collection during digital Paris Fashion Week as one of the major independent fashion brands.As a brand, Auralee is renowned for its magnificent clean silhouettes, impeccable quality and minimal styling. Its aim? A full exploration into the development of their own fabrics. By taking inspiration...