Get “The Fix” with Amazon’s Newest Private Brand

Seattle based online leviathan Amazon has once again expanded its private brand portfolio. The new brand called “The Fix,” will focus on women’s shoes and handbags inspired by current design trends. The brand follows the strategy of Wickedly Prime and several other Amazon private brands that are available exclusively to Prime members.

Items in the collection will be priced between $50 and $150. New products will follow the lead of fast fashion retailers and be rolled out monthly, to take advantage of current trends.

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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.