Amazon already launched several private fashion labels

Amazon already launched several private fashion labels

Without anyone knowing, online retailer Amazon launched several of its private fahion labels. The company has been trying to build a team that should handle its own fashion labels, but it now seems several of those have already been found online.

Fill up holes in the product range

Amazon sells clothing from 7 brands it owns: Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro and Society New York. All combined, Amazon now has about 1,800 items, mostly with Society New York. That particular collection for women contains 911 products, while Franklin Tailored (accessories for men) has 250 products.


Analysts are convinced Amazon's own clothing range would be a step in the right direction. Not only is it a market with plenty of growth potential within Amazon, if its own brands sell well, it may entice other brands to jump ship to Amazon. Besides, Amazon could fill up holes in its product range with its own brands.


"Amazon will use private label selectively, which should both enhance the offering and induce traditional apparel vendors to sell to Amazon,” analyst Ed Yruma said according to Women's Wear Daily. “Apparel is a large category that remains highly fragmented. We think the low barriers to entry, size and significant competitive set make this an attractive category for Amazon. While apparel is one of Amazon’s fastest-growing categories, more work must be done for the business to scale. We expect the challenges the company has faced in courting the fashion community to remain, but we think Amazon will continue to evolve its strategy."