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Apparel Insight | Amazon Effect

Geetu Bedi

Senior VP, Account Director

BAV Consulting

Geetu.Bedi@bavgroup.com

 

Amazon confers

legitimacy

to unbranded

 

Amazon has given legitimacy to a host of products that have no brand but are offered at a good price and receive many positive reviews. These products, which may not even intend to build a brand, are stealing share from existing brands. Younger consumers don’t care so much about prestige brands, as they are already shopping fast fashion. If they see something on Amazon that looks similar to a Zara or H&M product, and it has good reviews, these consumers are going to wear it for a season. Such consumers are just fine buying the unbranded product on Amazon, creating a difficult dynamic for legacy brands.