Amazon Fashion is the latest division to come of the e-commerce site. The company's CEO, Jeff Bezos, initially decided to launch the project in 2012, subsequently opening up a 40,000 square foot New York-based photography studio.
Paired with the Amazon Fashion project is a commercial, marking the official launch of the venture. Interestingly, its team of marketers has opted for a tagline that is seldom seen in the industry. The modus operandi is officially "Smart is Beautiful." This is reflected in its broadcasted ensembles as the models are found wearing wrap dresses, collared pieces and tiered skirts -- looks that are most appropriate for both professional and academic atmospheres. Given its historic clout, the site will be met with international success.
Key Themes Behind This Trend
- Fashion E-commerce Expansion
- Online fashion retailers are launching new ventures and expanding their sites to cater to the growing e-commerce market.
- Innovative Fashion Marketing
- Fashion marketers are creating new taglines and advertising campaigns that focus on unique aspects of their brand and challenge industry norms.
- Professional and Academic Fashion
- Fashion brands are creating clothing lines that cater to professional and academic settings, providing a new avenue for design and sales.
Where This Applies
- Fashion E-commerce
- E-commerce fashion retailers can explore new projects and expand their sites to cater to the changing market and customer preferences.
- Fashion Marketing
- Fashion marketers can think outside the box and challenge industry norms with unique taglines and advertising campaigns.
- Professional and Academic Fashion Design
- Fashion designers can create new clothing lines that cater specifically to professional and academic settings, providing a new niche for sales and design innovation.
