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Amazon readies launch of own-label fashion brands

Amazon is gearing up to launch its own label fashion brands as part of plans to ramp up its presence in the industry.

Amazon Fashion 'I wish I could wear' campaign

Amazon Fashion ‘I wish I could wear’ campaign

At present, it appears that the own label development is based within Amazon’s US and India teams. However, it is also looking for a senior product manager to manage the expansion of its European private label business.

Amazon’s existing private label business in Europe includes electronics brand AmazonBasics and textiles brand Pinzon. “Private brands are a long-term growth opportunity,” the company said. 

The etailer is recruiting for various roles within the Amazon Fashion private label team at its Seattle headquarters in the US - including a technical designer and fit specialist, head of product quality and fit and a sourcing manager - as well as for a director for its private label business in Bangalore.

“They will be part of a team of experts who will work with designers, merchandisers, and sourcing managers to ensure we build best in class products,” said one job advert on Amazon’s website, posted on Sunday.

The private label team will fall under the Softlines business group, which is one of Amazon’s four core retail businesses, along with Hardlines, Consumables and Media. Softlines comprises four product categories: apparel, shoes, jewellery and watches.

In another advert for a software development engineer within the Amazon Fashion technology team in the US, the company said: “When you think of buying new clothing, shoes, watches and jewelry, do you think of Amazon? Not yet? Well, we are going to change that. The Softlines categories are a multi-billion dollar business and growing.”

In the UK, where it opened a 46,000 sq ft photography space dedicated to fashion in London’s Shoreditch in August last year, Amazon is looking for a trend and product analyst.

“Amazon is building an exciting new creative hub to be a shared service for Amazon Fashion EU,” the job advert said. “The trend forecaster will report to our trend director and will be responsible for developing relevant Women’s fashion and style trend forecasts interpreted for Amazon Fashion.

“She [sic] will contribute to the monthly updates to the Amazon Fashion EU buying and support the senior pan-EU trend buyer, joining relevant showroom appointments.”

Amazon said it will hire 2,500 new permanent staff in the UK this year, including for the photography studio.


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