Amazon Strikes Again; the Dressing Room in Your House

  • Amazon Strikes Again; the Dressing Room in Your House

Amazon Strikes Again; the Dressing Room in Your House

Amazon is jumping into the "try before you buy" online clothing trend with its new service, Prime Wardrobe.

Prime Wardrobe shipments will come in a resealable box with a prepaid label, Amazon said, to make the return process less of a hassle for shoppers.

Amazon is now testing Prime Wardrobe, so the service can't be used to order clothes just yet, though you can sign up to be notified when it comes to your area. "If you keep five or more items, you will receive 20% off those items".

Prime Wardrobe will compete with companies like Stitch Fix or Trunk Club, which send boxes of clothes for you to try before purchasing. One rationale for the service could be to entice shoppers reluctant to take a chance on Amazon's house brands, all relatively new. The announcement mentions available brands, including Calvin Klein, Adidas, Hugo Boss, Theory, Lacrosse, J Brand, and one watch brand: Timex. A startup called JackThreads briefly offered a similar offering as Prime Wardrobe for men, but the company has since gone out of business.

Amazon's new Prime Wardrobe lets you try before you buy and is the latest move from the online retailer to gain a stronger foothold in the fashion industry.

Amazon is poised to surpass Macy's this year as the largest USA clothing seller, according to Cowen & Co. analysts.

Free shipping on returns can easily erode the profits of an online retailer if customers use the option often, but Amazon can ease the sting somewhat because it also collects fees from its Prime members. It has "Clubhouses" across the country where you can visit and try on a curated selection of clothing picked out just for you. Customers aren't charged for the purchase during the trial period and they are offered a discount of up to 20% on what they keep.

Customers have the choice of dropping the box at a UPS store or scheduling a free pickup at their home or office. "Amazon is not afraid to experiment and has been working hard to find the right fit in fashion".

Prime Wardrobe may add further pressure.