The US e-commerce giant, Amazon, is everywhere across the globe. Even though Amazon might not be a real fashion leader, there is still a lot of revenue that is being made by fashion retailers through these marketplaces. Lengow and DataHawk have published a study on Amazon and the online fashion market. They analyzed the hundred best sellers in the “clothing” category on Amazon UK, Germany, France, and Italy from May 2020 to May 2021. Highlighting the top ten fashion brands on Amazon.
One of the conclusions is that there are many no-name brands in the top ten. However, on all four marketplaces there are also some well-known brands that repeatedly appear in the top list. For example, Calvin Klein can be found in the UK, Italy, and France, Puma appears in the top ten in Germany, Italy, and France. In addition, Tommy Hilfiger can also be found in these three marketplaces. According to Lengow, this speaks to a uniform Europe-wide Amazon brand strategy.
Fruit Of The Loom is the only brand that appears in every top ten list. This American fashion brand produces basic products which consumers primarily buy because of their attractive price. The company handles almost the entire distribution strategy via Amazon. Only in the US does it additionally have its own DTC online store.
The study shows that the majority of brands in the top ten fashion brands on Amazon rely on an Amazon Brand Store. Particularly well-known brands do this to communicate a consistent brand image.
Basic products seem to be very popular. The top ten lists are dominated by these type of products, including boxer shorts, underpants, socks, and t-shirts. “Items for which you do not want to use the changing room, but rather order online without any fuss,” Lengow explains. The top ten also includes basic products in large quantities. Multiple times, packs of six, ten or even eighteen appear in the top lists.
Another interesting find is that half of the brands on Amazon Germany and Amazon UK are national. This is not the case for Amazon’s marketplaces in France and Italy. “Especially in the countries where Amazon is extremely strong, national brands seem to put more effort into a strategy that bears fruit.”
Among retailers and brands selling fashion on Amazon and Cdiscount (42.9%) are the most popular marketplace on which they additionally sell their products online. Spartoo (38.1%), eBay (37.4%), La Redoute (25.9%), Zalando (13.7%) and Privalia (9.3%) are other popular fashion marketplaces in Europe.
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