Over the past year, Amazon has added a handful of private-label fashion brands to its website, a collection that is now being expanded with a series of new private-label sportswear brands.
Amazon's Goodsport, Rebel Canyon and Peak Velocity are set to compete with some of the biggest names in activewear and athleisure, each offering something different for varying demographic segments. While Goodsport offers budget-friendly performance apparel for men and women, Peak Velocity offers premium activewear for men and Rebel Canyon offers styles that might rival the likes of Lululemon.
Although Amazon has rolled out dozens of private-label fashion brands of its own, many of then feature no Amazon branding and have been quietly introduced to the ecommerce site. Amazon now also sells private-label lingerie, shoes and handbags as exclusives that may only be purchased online.
Why This Trend Is Growing
- Private-label Activewear
- Amazon's private-label activewear brands Goodsport, Rebel Canyon, and Peak Velocity are disrupting the activewear industry by offering unique options at different price points.
- Exclusive Ecommerce Brands
- The rise of exclusive eCommerce brands such as Amazon's private-label fashion and sportswear lines is changing the way consumers shop and presents an opportunity for other eCommerce retailers to follow suit.
- Athleisure Market Growth
- The continued growth of the athleisure market has created a space for new brands such as Amazon's private-label activewear to gain market share and disrupt the established players.
Industries Being Reshaped
- Ecommerce
- Amazon's expansion into private-label fashion and sportswear opens up opportunities for eCommerce companies to create their exclusive brands and offer unique products to consumers.
- Activewear
- Amazon's entrance into the activewear industry with its private-label brands has disrupted the market and presents opportunities for both established and emerging players to innovate and adapt.
- Fashion Retail
- The trend towards private-label fashion and sportswear in eCommerce has implications for fashion retailers, including the need to develop their unique brand and shopping experience to compete with online retailers like Amazon.
