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Apparel Retail Fashion

Amazon rolls out a handful of its own trademarked clothing lines


By John McCarthy, Opinion Editor

February 23, 2016 | 2 min read

Amazon has reportedly started selling a number of its own private clothing labels as it muscles in on the apparel market on its e-commerce platform.

The e-tailer is looking to move into the fashion industry and is now, according to reports, selling clothing goods through a number of its own trademarked brands, including Franklin Tailored, Franklin & Freeman, James & Erin, Lark & Ro, Society New York, North Eleven and Scout + Ro.

The brands, first noticed by WWD, were launched without much ado with the company also looking to hire a marketing head, senior brand manager, senior sourcing manager and senior merchandiser to bolster its private label unit.

Ed Yruma of KeyBanc Capital noticed the move from Amazon, on it he wrote: “Amazon will use private label selectively, which should both enhance the offering and induce traditional apparel vendors to sell to Amazon.

“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 believe greater brand cooperation with third-party seller restrictions and an owned brand approach (development of niche brands and private label) will be necessary to penetrate the apparel market in a more meaningful way.”

The company in November enlisted fashion photographer and videographer Rankin to release a new digital campaign aimed at empowering women.

It was intent on boosting its clothing inventory by pushing sales of its own products and aiding third parties to up sales on its marketplace.

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