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Exclusive: Amazon trials own-label clothing brand Find

Amazon has quietly introduced its own-label fashion brand Find ahead of a bigger launch scheduled for late summer, Drapers has learned.

Find comprises both men’s and women’s wear, priced from £8.90 for a two-pack of sports boxer shorts up to £64.00 for an off-the-shoulder dress. Men’s T-shirts are around £12-£18, while women’s jeans are £21 to £26.

Amazon Fashion Find

Amazon Fashion Find

Amazon Fashion Find

There are currently around 400 options available online.

The range is available through Amazon’s Prime membership, which provides unlimited one-day delivery and free returns for an annual fee of £79.

“We love fashion and we design for people who love fashion too,” said Amazon on its website. “We believe clothes should be inspiring to wear without breaking the bank.

“Our mission? To bring you the key pieces every season that give your wardrobe a lift, as well as hardworking modern basics. It is about the mix – the fashion mix and the life mix too. We know your time is tight and there is so much to do. Find and style it your way.”

A source close to the situation told Drapers that Amazon is trialling the products now and is planning a bigger launch for autumn 17.

“They have got a great team there with people from Marks & Spencer and Primark and I think it will frighten the life out of some of the high street retailers because they already have so much data from the brands they have already,” said the source.

In February this year, Drapers revealed the online giant had poached senior design and buying experts from M&S and Primark for the own-label launch.

Karen Peacock, whose extensive CV includes stints as womenswear design director at Debenhams and most recently head of design for womenswear and accessories at M&S, joined Amazon as design director.

Primark menswear buying director Glen George also joined the company, and is thought to be reporting into vice-president of clothing for Amazon Fashion EU Frances Russell. Amazon hired Russell from M&S, where she was womenswear director, in early 2016.

Amazon is currently the 24th largest fashion retailer in the UK by market share. M&S is at number one, followed by Next, Primark, Debenhams and Asda’s George, according to Kantar Worldpanel.

Amazon Fashion Find

Amazon Fashion Find

Amazon Fashion Find

Earlier this month, Drapers revealed that Amazon is testing a private-label lingerie and athleisure brand in the UK and Europe called Iris & Lilly

Amazon has not yet responded to Drapers’ request for comment.


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