Amazon Prime Wardrobe launches for all US customers
After a successful beta trial, Amazon has officially launched its Prime Wardrobe "try before you buy" service designed to give the e-commerce giant a competitive edge against Stitch Fix and other wardrobe services.
Amazon announced the service on its blog saying, "Our most fashionable benefit is now available for all Prime members in the U.S." The service is open to eligible styles of clothes, shoes and accessories. Men's, women's, children's and baby products are all available. Brands in the program include AG Adriano Goldschmied, Paige, Calvin Klein, Milly, Joie, Rebecca Taylor, J Brand, AX Armani Exchange, Adidas, Puma, and Native. In addition to popular name brands, Amazon is planning to use its wardrobe service to grow its private-label brands. These include activewear brands Core 10 and Peak Velocity, women's labels Daily Ritual and Lark & Ro, and men's labels Buttoned Down and Goodthreads. It is also hoped that kids and baby brands Moon and Back, and Spotted Zebra will gain more exposure through the service. The company goes on to explain the process in more detail on its blog, saying that consumers have up to seven days to try their products on at home and send them back if they don't want them. Customers are encouraged to order up to three sizes of a product if they are unsure of which will fit. Like competing curated subscription boxes Stitch Fix and Trunk, Amazon Prime customers are only charged for what they want to keep. Returns are free and are facilitated with a pre-paid shipping label and reusable resealable box. Amazon Prime Wardrobe was originally launched in a beta version last year. Key data insights from the beta launch include that women's top ordered items on Amazon are denim and dresses, while men are buying tops, jeans and casual pants. Shoes are the most frequently ordered item for kids. Amazon's private brands Lark & Ro, Daily Ritual, Amazon Essentials and Goodthreads are the top shopped fashion brands on Amazon Prime Wardrobe. Amazon Prime Wardrobe is now available for all Amazon Prime customers in the US.