Amazon steps into high-end fashion

Dan Ochwat
Executive Editor
Dan Ochwat profile picture

Amazon moved a bit more into fashion, striking a deal with the magazine Vogue and the Council of Fashion Designers of America to host a storefront on Amazon that sells high-end American clothing.

The storefront called Common Threads was developed to help out the fashion industry that has been hit hard during COVID-19, as driven by Vogue and the CFDA. The items being sold are hundreds of dollars compared to Amazon’s moderately priced private label lines, so it’s an interesting move by the retailer.

It does seem like a sign that Amazon may be taking apparel and fashion more seriously as a business, though, and perhaps more high-end, exclusive partnerships may come through this partnership. Amazon recently struck an exclusive partnership with HanesBrands to host its C9 by Champion line, but this would signal partnerships less about value and more about premium offerings.

Analytics firm Coresight said three-fourths of Amazon’s private label is apparel. Of Amazon’s nearly 150 private brand products, 112 are clothing.