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Amazon trials private label lingerie brand in UK

Amazon is testing a private label lingerie and athleisure brand in the UK and Europe, as part of a wider launch of own-label fashion understood to be slated for this autumn.

Amazon Iris & Lilly

Amazon Iris & Lilly

Amazon Iris & Lilly

The Iris & Lilly range has 118 options, ranging from a seamless thong priced at £1.99 to a seamfree crop top at £21.99. It also includes cropped leggings at £9.99 and a ventilated sports shirt at £9.99. Some sizes and colours are eligible for Prime delivery.

The etailer describes the range as featuring “quality fabrics, expert construction and a wide range of sizes… coupled with attention to detail and fashion-forward design”.

In February, Drapers revealed that Amazon has poached senior design and buying experts from Marks & Spencer and Primark for its own-label rollout.

Meanwhile, earlier this week, Amazon was awarded a US patent for an on-demand clothing manufacturing system, which would produce clothing quickly after a customer placed an order.

“Many aspects of apparel manufacturing processes are relatively time consuming and require the coordination of many different geographically dislocated suppliers, vendors, manufacturers and retailers,” said Amazon.

The system includes a textile printer, cutter and assembly line, as well as cameras to take pictures to provide feedback on alterations. It would manufacture goods in batches based on factors like the customer shipping address, the patent said.


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