Amazon.com is entering the fashion subscription-box business.
Sure, the e-commerce giant shook the supermarket world Friday when it unveiled its takeover of Whole Foods — but on Tuesday, it revealed its latest foray into that other realm of day-to-day living: clothing. And like last week with grocers, its latest move hit clothing retailers hard.
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Prime Wardrobe, as Amazon calls it, is an attempt to bolster its fashion business as it tries to win over shoppers’ closets. Amazon Prime subscribers can choose three or more pieces of clothing, shoes or accessories to fill their boxes, which arrive at their doorstep.
They then have a week to try on the items and decide what to keep and what to ship back to Amazon.
Amazon is using this twist on the subscription-box phenomenon as part of a broader effort to grab people’s attention when they buy clothes. The online retailer is developing its own stable of fashion labels to sell suits, dresses, lingerie and more.
Amazon’s wardrobe quest hasn’t been entirely smooth. It canceled a short-lived fashion TV show, “Style Code Live,” which attempted to integrate shopping and live television.
And brands have been wary about selling on Amazon due to concerns about counterfeit products sold on the site, which lets almost anyone post products after completing an online registration process.
With Amazon’s move into apparel, Nordstrom shares fell 4 percent, to $46.26, while JCPenney dropped 5.2 percent, to $4.59, and Kohl’s was down 4 percent, to $36.03.
Amazon’s Prime Wardrobe remains in a testing period, the company said.