Chico’s is the latest retailer to join Amazon’s fashion army. The company announced that it would begin selling on the platform starting in mid-May. Partnering up with Amazon could mean a much-needed facelift for the brand, which became one of L2’s biggest retail losers last year.

One of the prime reasons for Chico’s digital drop was a lack of investment in site updates. Selling on Amazon is an easy way to skirt this problem. Chico’s can take advantage of Amazon’s merchandising options and maintain control over marketing, pricing, and promotions; in addition, its visibility will increase, as the majority of product searches occur on Amazon.

While Chico’s took a fall in Gartner L2’s Digital IQ Index: Specialty Retail, Amazon is lining up to become the biggest retailer in the world. As L2 founders Scott Galloway and Maureen Mullen predicted early this year, more and more specialty retail brands like Chico’s (whose other brands include White House Black Market and Soma) are signing on with Amazon. Despite this, the platform still hasn’t quite met the mark in terms of actually becoming “fashionable”, with most of its fashion categories continuing to be driven by inexpensive basics such as tees and underwear.

Chico’s might just be another notch in Amazon’s belt. But for the brand, the partnership could be the exposure it needs to dodge the retail apocalypse.

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