Theory doesn’t think Amazon is ‘that serious’ about fashion


A fashion corporate that sells on Amazon, Theory, says it doesn’t think Amazon itself is an excessive amount of of a right away risk at the platform.

“I think fashion sort of looks good to them,” mentioned Andrew Rosen, the pinnacle of the fashion store Theory. “But I don’t think they’re really that serious about it.”

Rosen was once talking along Yael Aflalo, the pinnacle of the e-commerce supplier Reformation, at Code Commerce in New York. Amazon ceaselessly touts Theory as a emblem, and Theory sells wholesale in the course of the web page — even though it additionally has greater than 500 person shops.

Amazon’s play in attire has in large part targeted on fundamentals, even though lately they’ve sped up their push into fashion designer fashion via methods like Prime Wardrobe. Higher-end fashion designers now must decide how their emblem may mesh with clothes made via a large corporate like Amazon.

Aflalo mentioned the enormous’s contemporary acquisition of Whole Foods spoke extra to their ambitions than every other new fashion program, even though.

“I’m not going to put anything past Amazon,” mentioned Aflalo, later including: “Groceries is the move for them.”


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