Amazon.com Inc. on Wednesday rolled out Prime Wardrobe, a Stitch Fix-like service that lets Prime members order fashion items online, try them on at home, then return anything they don’t like for free.
The service is similar to, but distinct from, the services offered by companies such as Stitch Fix, No. 59 in the 2018 Internet Retailer Top 500, Kidbox and Trunk Club, which is owned by Nordstrom Inc., No. 16. Those merchants regularly send consumers a curated box of clothing on a regular basis. Consumers can then try the items on, keep what they like and send the rest back. Prime Wardrobe, however, requires Prime members to fill their own box with at least three and up to eight items at a time. They then have a week to try on the items and return those they don’t want.
Amazon’s pitch is convenience. In a blog post announcing the launch, it writes: “Unsure of what size to order? Order multiple sizes of the same item. Looking for a wardrobe update? Fill the Prime Wardrobe cart with three or more styles and try them on risk-free. Considering the newest trend but unsure it’ll work? It’s easy to try before you buy.”
That’s a different spin than it had when it announced the test last year. At that time, Amazon offered discounts that ranged from 10% to 20% when a shopper kept three or more items. Last November, Amazon revamped its incentives by offering a $20 discount on orders of at least $200 and $50 off orders of $400 or more. Now the retailer doesn’t offer any incentive for keeping a set number of items.
The announcement comes one year to the day after the retail giant, No. 1 in the 2018 Internet Retailer Top 500, announced it had begun testing the service, and it reflects Amazon’s growing interest in fashion. For instance, Amazon recently launched a European fashion line Meraki that features “simple,” “functional” menswear pieces. And earlier this month it made its Echo Look device available to all U.S. consumers. The Echo Look is a small tower-like, voice-activated camera that can take full-length photos and short videos to enable shoppers to see how they look from multiple angles while, at the same time, helping Amazon gather valuable intelligence about the clothes consumers are wearing.
Amazon has already established itself as a leading fashion site among millennials. The retailer accounts for 16.6% of all apparel sales among U.S. consumers aged 18 to 34, according to 2017 Slice Intelligence data, far outpacing Nordstrom, which was second at 8.1%.Favorite