Amazon Wants To Enter The Fashion Industry. How To Deal With Brand Retailing?

According to the world clothing shoes and hats net,

It has been very strong in the book and audio products industry, and has once been a killer of this industry, crushing many smaller competitors.

Later, the giant began selling clothes on the Internet.

It looks silly: it can be spent on an afternoon at Barnes&Noble, curling up on a comfortable chair, browsing through books, buying a book on the Internet, and even continuing to buy other things. Slowly and surely, as Amazon told you, "I will see you buying books, electronics, garden furniture, pet products, household products, health and beauty products, jewelry, groceries, and so on, and even TV shows and movie rentals."

According to this trend,

Can the industry be secure?

Amazon offers the best service to consumers who like them as quickly as possible.

The clothing industry strives for consumers who want to touch and try before buying.

Amazon began to enter the garment industry in 2002, when it allowed stores and brands to sell clothes through its website.

According to the Cowen&Co. report, by the end of 2017, it is estimated that it will become the number one seller of clothing and accessories, best department stores and parity stores.

These days, Amazon has been operating its brand range from Lands' EndCut to Vineyard Vines to Stella McCartney.

Amazon maintains its consistently fast delivery style. In last football season, the Levi's's jeans tail was delivered to the San Francisco gold rush fans of the Rugby Club in one hour.

Last year, the Silicon Valley giant quietly launched seven interior costumes.

Including Lark&Ro and James&Erin.

This month, the company acquired a patent for a comprehensive on-demand production clothing system. Once customers order, clothes can be quickly completed by robots.

The efficiency of production mode ensures zero clothing inventory and avoids the trend of three to six months from showing buyers to the market.

It is unbelievable not only the efficiency of Amazon, but also the breadth of its promotion and coverage.

"How to deal with Amazon is a matter of concern to everyone," said Matt Field, co-founder of MakerSights, a consultancy.

We have great respect for them.

No industry underestimates how Amazon can play its own field.

No one can match Amazon's size.

So you have to understand your customers and the trend of the season, and understand the value of your brand in the customer's mind.

MakerSights launched this year's system to provide data to customers, inviting customers to conduct comprehensive assessments to help them analyze future product design, development and marketing, saving time and money.

Its list has included Ralph Lauren, Lucky Brand, Taylor Stitch and True Religion.

MakerSights's chief executive, Dan Leahy, said: "our view is that fashion should never be popular.

Many of the brand's creativity is not seen by consumers, because businesses say, "this has never been sold, it is best not to take risks", so we hope that through this platform, we can have the opportunity to see the brand works, listen to customer feedback, and see if it is worth investing.

Of course, there is no perfect crystal ball to predict the future.

But this system enables the brand to get predictable analysis, intuition and creativity.

Brands and stores should remember the fact that Amazon may already know: according to the CottonIncorporated Lifestyle Monitor database survey, most consumers (57%) say they want to shop on or on the Internet, as if they play TV or movies on Netflix, Hulu and so on. They can find what they want and when they want, they can find the right goods on the site or in the store.

This percentage is clearly higher in the millennial generation, reaching 71%.

Evan Neufeld, vice president of L2, said brands and stores should accept the idea of "fast failure", because the industry is constantly trying to learn and open up, which means bold and quick response.

"Amazon's total market value is equivalent to the sum of eight competitors combined."

He told the New York fashion show at the UBM fashion festival that retailers must work hard to keep pace with the times, "we talk about data that retailers can get.

The monitoring system set up in the store provides consumers with data related to purchase in the store, so that we can provide more targeted services and products to consumers.

The good news is that more and more of these data can be personalized for the overall shopping experience.

The bad news is that noise signals become very important.

We need to filter useful information from the store data. "

Rather than be overwhelmed by the fact that the data are piled up, the brand should analyze whether it is investing in online businesses like Amazon, which makes it easier for additional orders to allow brands to estimate the scale of business expansion before additional investments.

In addition, the brand should consider whether it will make shop shopping easier if the online shop is opened. He suggests that the sales personnel in the store can quickly search the products in the store with mobile devices, so as to increase the key promotional products in the shop, and put the good products on the Internet in the prominent position of the store. "These things help optimize the product, instead of being confused by too much data."

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According to the the Monitor lifestyle (Cotton Corp), store and brand should remember that the most important factors that consumers consider when buying clothes are fit (97%), comfort (96%), price (92%) and quality (57%).

In addition, most consumers (60%) still think clothes shopping in shops are an interesting social activity.

Even luxury brands are beginning to think about how to deal with Amazon.

Jeff Loehr, chief executive of Stratist, a consultancy, said that his company likes to help companies keep innovating and making progress, rather than simply staying in the "rules and regulations", especially efforts to keep ahead in today's fiercely competitive retail market.

"We have to consider what to do next," he went directly to the topic of Amazon in the luxury industry at a luxury marketing conference.

"We know that the definition of marketing, digital sales and luxury goods is changing.

Therefore, the brand must think about how to interact with consumers.

In the future, Amazon's Alexa will make a purchase decision for us, for example, "Alexa, please buy a watch for my wife."

So, think about how to sell to consumers. Multi-channel sales are still effective, but we must establish different positioning and take account of niche products.

(Note: Alexa is Amazon's subsidiary, providing website traffic information.

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At the luxury marketing conference, Bob Shullman, founder of the Shullman Research Center, said that Amazon should not be misunderstood as facing only mass consumers, because luxury buyers often use the shopping website.

Alexa will also witness changes in the luxury retail market, he said.

"In 2017, Alexa will expand from 4 million searches to 30 million times, and 60% of luxury consumers will also be Amazon's customers.

Amazon is not really a luxury purchase platform, but you will also see some high-end brands appearing here.

Amazon has what other businesses do not have, consumers' e-mail addresses and addresses.

If you can get these data and combine other data information, such as the average wage of residents living in a street in a certain town and the number of vehicles they own, you will have incredible ability to capture the target customers.

He said that marketers will benefit from understanding the preferences of each age group and their concept of luxury, such as imported sports cars or having more leisure time, which is luxury, and different age groups have different opinions.

Different age groups have different definitions of luxury items, such as "expensive", "high-end" and "luxurious". Successful brands will make consumers more convenient to buy, such as Amason.

"In my view, Amazon has not changed the retail industry, they are changing the way people shop," Shullman said. "The retail industry is paying close attention to Amazon's trend. It is helping consumers solve their troubles and make them shop more quickly."

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