Yesterday, we gave a first peek at findings from our upcoming Digital IQ Index: Fashion 2013 report, taking a look at Christian Louboutin’s best-in-class example for fulfillment. Today, we continue by investigating Fashion brands’ presence on Amazon.
Fashion brands, whether they like it or not, are finding their items available on Amazon: 52% have fashion items on the first page when the brand term is searched, while 35% have Amazon Prime items on the first page. However, brands have been slow to take advantage of the opportunity: only 48% have responded by purchasing sponsored links to their stores in search, and only 12% have gone the extra mile by creating branded Amazon stores. Furthermore, those with brand pages feature an average of only 264 items, a mere fraction of the results that turn up for each brand term.
Meanwhile, Amazon continues to push forward with Amazon Fashion. With its March 2013 launch, which created a dedicated hub for fashion items on the site, AmazonFashion began collaborating with the industry to launch official brand pages, starting with 10 Crosby by Derek Lam. More recently, in October, Amazon opened a massive photography studio in Williamsburg, Brooklyn, to shoot and develop product images to strengthen its foothold. Expect to see many more developments from AmazonFashion in the near future – the company has stated that “fashion is one of the fastest-growing businesses” on the site, and has hinted at the possibility of a high-end fashion site.
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