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Amazon launches own-label fashion line Find

In a further move to expand in the apparel category, online retail giant Amazon has quietly launched an own-label fashion line.

Find, launched late last week as a microsite, offers a range of men's and women's wear. Prices range from around GBP21 (US$27) for a pair of women's jeans to GBP30 for a dress or a hoodie.

Around 400 items are currently available online through Amazon's Prime membership, with an official launch expected to take place late summer.

"We love fashion and we design for people who love fashion too," Amazon states 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."

The move is the latest in Amazon's bid to expand into the apparel category. Earlier this year a series of job postings on the retail giant's website called for brand managers to "build authentic activewear private label brands that have compelling and unique DNA and deliver amazing consumer valued innovation."

The retailer now has a number of clothing lines, including Amazon Essentials, its men's and women's basic apparel; Buttoned Down, its men's dress shirts; and Ella Moon, its line of women's bohemian-style casual clothes. Most recently, it launched a line of women's intimate apparel, and last month filed a patent for on-demand apparel production.

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Glen Tooke, consumer insight director at Kantar Worldpanel, believes Amazon needs to ask itself what makes it different.

"In a declining market, why should shoppers move their money to its brand? Yes, it has speedy delivery and plenty of existing users but so do hundreds of other retailers.

"Being part of an online 'department store' like Amazon is beneficial to sales but too much choice can be a bad thing. Search 'black dress' on Amazon and you generate over 80,000 results – Find can't be allowed to get lost among the other brands and second-hand goods on the website, so its microsite is a good place to start. At the same time, Amazon can't compromise existing relationships – if its goods are priced too low and are undercutting the competition, the company may see brands limit what stock they sell via its platform."

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