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Amazon Becomes one of the World’s Leading Sellers of Apparel and Shoes, Business and Industry Trends Analysis is attempting to dominate online fashion shopping in the same way it has revolutionized other retail categories including books, electronics and groceries.  It first jumped into the fashion pool with the acquisition of Shopbop in 2006, followed by the purchase of online footwear site Zappos in 2009 and discount luxury clothing and accessories site MyHabit in 2011.  Starting in 2013, Amazon began taking on high fashion, working out deals with designers such as Michael Kors, Calvin Klein, Catherine Malandrino and Vivienne Westwood.  In 2016, Amazon launched seven in-house fashion lines, including Lark & Ro women’s clothing, Franklin Tailored men’s suits and accessories and Scout + Ro children’s clothing.
The company invested heavily in improving selection and photography of the items for better presentation.  Amazon’s Prime Wardrobe service lets customers subscribe to a service that ships apparel on a regular basis.  Members can try on the clothing, keep what they like, and return the rest with no shipping charges.
By 2021, analysts at Cowen forecast that Amazon’s share of the U.S. apparel market reached 16%.  The giant online retailer was granted a patent in 2017 for on-demand apparel panel cutting and manufacturing, making Amazon part of the robotic “click, buy and make” movement.  In addition, the firm has developed a technology system utilizing a camera and scanning software to automatically take customers’ measurements and upload them to Amazon accounts.  The system is powered by Amazon’s Alexa tabletop personal assistant.
Amazon has also invested heavily in tools and content that can help online customers make better choices while they shop.  For example, it operates a massive photography studio where models try on apparel and shoes.  This studio makes hundreds of thousands of apparel and shoe photos yearly for use on the Amazon websites.  They also may make notes about how the items fit.  Amazon also posts comments from customers about how items fit.  For example, items may be rated as fits as expected, too small, somewhat small, somewhat large or too large.  This not only drives customer satisfaction and confidence, it also reduces return shipping costs.

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