Amazon Trend final week lost its president, Cathy Beaudoin, who struggled to make the location a classy vogue vacation spot.
In her 5 years on the helm of Amazon Trend, Beaudoin put it on the trail to becoming the top clothing retailer in the US. However the website had little clout on the planet of excessive vogue. Amazon may need killed retail, however its repute as a repository for fundamental ensembles is tough to shake. An unattractive site design does not assist issues both.
Beaudoin did try a cinematic makeover scene. Amazon sponsored males’s New York Trend Week with the CFDA, it began the Style Code sequence, and produced The Fashion Show. None had been runaway—or runway—successes. Males’s Trend Week is a poor shadow of its glamorous older sister, New York Trend Week, Type Code is extra QVC than Trend Police, and The Trend Present is a Undertaking Runway wannabe with all of the threads displaying.
Sensing desperation, high vogue manufacturers stayed away. Amazon Trend attracted midrange manufacturers like Michael Kors, however true luxurious manufacturers like LVMH—residence to Louis Vuitton, Dior, and Fendi—didn’t mince phrases. “We imagine the enterprise of Amazon doesn’t match with LVMH full cease and it doesn’t match with our manufacturers,” LVMH CFO Jean-Jacques Guiony said in an investor name final yr.
It is not simply the coolness issue. Amazon’s third-party promoting construction means knock-offs abound, so many high-end manufacturers refuse to do business there.
With out these manufacturers to provide it caché, Amazon is attempting to win over clients with its personal type savvy. However the Amazon Echo Look will seemingly solely attraction to 90’s ladies who want they’d the closet from Clueless.
With Beaudoin’s departure, Amazon ought to embrace the truth that it does not have front-row standing. It is by no means going to have the area of interest attraction of Barneys or the luxe look of Neiman Marcus. As an alternative, Amazon ought to set its sights on Macy’s, the epitome of an American division retailer. Macy’s sells a broad vary of manufacturers introduced on simple show racks crammed with a variety of sizes. Nothing in a Macy’s is intimidating or appears out of attain. That is the (non-high vogue) mannequin Amazon ought to emulate.