Will Amazon Launch A Fashion Private Brand?

AmazonEcommerce goliath Amazon is reportedly considering launching a private brand clothing line as well as debuting its own TV shopping channel. Jeff Yurcisin vice president of clothing at Amazon Fashion and CEO of Amazon’s Shopbop unit, speaking at this weeks WWD Apparel and Retail CEO Summit said that Amazon is wooing fashion brands to the site, but Amazon may get into private brand to fill gaps it identifies.

“Amazon has quietly rolled out ecommerce functionality on its Fire TV devices, the first step in a broader plan by the tech giant to integrate online shopping and product placement into the on-screen television experience,” Geekwire wrote. “The test began two weeks ago, and is performing above expectations so far, according to a source with knowledge of the situation.”

It then addressed reports from AFTVnews.com regarding an entire shopping channel.

AFTVnews wrote, “The full-fledged Fire TV shopping feature still under development is expected to bring the ability to purchase nearly all products offered through Amazon.com. You’ll be able to browse products in various departments, apply filters and sorting options, as well as using the Fire TV’s voice-search functionality to more easily find what you’re looking for.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.