Amazon launches new accessories line for Prime customers only
At a Tuesday evening presentation, Amazon unveiled its new private shoe and accessories label, The Fix. The line will be available exclusively to Amazon Prime customers.
The fashion world got a first look at The Fix at a presentation at New York City’s Gramercy Park Hotel on Tuesday evening. The debut collection for Amazon’s first in-house fashion label went live on the site on Tuesday and includes 45 pieces, ranging from mules, sneakers and boots to clutches and handbags. The Fix is intended to be an affordable, on-trend line, with prices ranging from $49 for a clutch to $139 for a satchel.
The online retailer will continue to add new pieces to The Fix line on a monthly basis rather than a seasonal basis, putting it on a schedule similar to fast fashion retailers like Asos and Zara, which regularly introduce new merchandise.
Amazon has steadily upped its fashion presence in recent months. The Seattle-based e-commerce giant recently launched Prime Wardrobe, allowing Prime customers to try clothes on at home before buying them. It also introduced the Echo Look, a smart assistant that offers style and shopping advice and lets user catalogue their wardrobes.
Amazon’s growing dominance has already had significant effects on the retail market. Brick and mortar retailers such as Sears and Kohl’s saw as much as a 36 percent decrease in foot traffic on Amazon Prime Day, which took place on July 10 this year.
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