Walk your own Runway – Behind the scenes with Amazon Fashion

Christine Beauchamp, president of Amazon Fashion

Last week the official Amazon blog “Day One” ran a fascinating story by Neal Karlinsky on fashion at Amazon addressing their recently launched private brands.  Take a look.

Walk your own runway

Behind the scenes with Amazon Fashion’s ultimate insider

If you like impressing the work crowd with a fresh outfit as often as possible, just imagine a career where you change outfits seven times an hour. So many outfits that the act of wearing them is the job.
This is the world of Amazon Fashion, where millions of items are available, and the retailer’s fashion studios around the world are busy photographing models wearing many of them.

“Customers are really at the beginning of a shift from shopping in stores – touching and feeling and trying on – to wanting the convenience of shopping online,” said Christine Beauchamp, president of Amazon Fashion.

Beauchamp, who came to Amazon in the summer of 2017 after a successful career that ranged from Wall Street to heading up some of the fashion world’s most iconic brands, relishes the challenge of her newest role.

“The most common thing I hear from customers who haven’t yet shopped fashion on Amazon is, I didn’t even realize you had Amazon Fashion,” she said.

“Customers are really at the beginning of a shift from shopping in stores – touching and feeling and trying on – to wanting the convenience of shopping online.” Christine Beauchamp, president of Amazon Fashion.

In just the last year, her team has introduced private brands such as Goodthreads and The Fix. New products from brands like Calvin Klein are available alongside a newly launched line from actress Drew Barrymore. And more are on the way. Beauchamp calls it “the democratization of fashion” – bringing smaller designers and sellers into Amazon where they can reach customers around the world.

Beauchamp and her team are also trying to change some hard-wired shopping habits that are particular to clothing.

“The customer really needs information. They want to know that that’s going to fit. They want to know the color’s accurate, they want to know the fabric moves well across their body,” she said.

To that end, Beauchamp is closely monitoring feedback from two new efforts – Prime Wardrobe, and Echo Look, both of which are only available to those who’ve been invited to try them.

Prime Wardrobe brings the fitting room directly to customers, by allowing them to select up to ten items shopped online, and have the items boxed and delivered. After trying the clothes on, customers only pay for designs they’d like to keep. While Echo Look allows customers to take pictures of themselves and have a “who wore it best” experience in their own homes. Style Check combines the best in machine learning with advice from fashion specialists to compare photos of the customer and provide an opinion about which of two outfits looks best.

“It’s an exciting time in fashion right now,” Beauchamp said. “Not only with known brands, but many new and emerging brands with important things to say from an aesthetic and a core values perspective.”

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Christopher Durham
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.