Amazon Wardrobe is Another Blow to Department Stores

Amazon.com Inc. isn’t letting a $14 billion deal to buy Whole Foods Inc. distract from its efforts in fashion.

With the introduction of Amazon Wardrobe, experts say the e-commerce giant AMZN, +0.66%  is delivering yet another blow to the already-ailing department store sector.

Department stores are already suffering from a number of headwinds, including declines in mall traffic and the need for massive store closures.

On Tuesday, the e-commerce giant announced that Amazon Wardrobe is in beta. The new service for Prime members gives customers the chance to try on apparel and footwear for seven days before purchasing. The more customers buy, the bigger the discount. Among the brands that are already involved are Calvin Klein, Levi’s, Adidas AG ADS, -0.67%  and Carters Inc. CRI, -2.44%

Even without a stylist, experts say Wardrobe gives Amazon another benefit against the retail competition.

“They’ve made improvements in style recommendation tactics, and providing a cleaner, more digestible user interface; but, the sheer amount of brands, styles and product offering on Amazon can still prove somewhat overwhelming,” said Andrea Timmerman, senior vice president at PMX Agency, a global marketing firm. “With this added availability of ‘try before you buy,’ it may very well entice more consumers to buy clothing from Amazon, but it also perhaps points to the fact that Amazon is putting more emphasis on what has traditionally been its best selling point: convenience.”

See the full article here in MarketWatch

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