Amazon Turns to Subscription Boxes to Dominate Clothing Market
For all those boutique startups, the new Prime benefit could be a really bad news day.
This article is for subscribers only.
Amazon.com Inc. 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 Market Inc. But on Tuesday, it revealed its latest foray into that other realm of day-to-day living: clothing. Prime Wardrobe, as Amazon calls it, is an attempt to bolster its fashion business as it tries to win over shoppers’ closets. Subscribers to Amazon Prime can choose three or more pieces of clothing, shoes, or accessories to fill their boxes, which arrive at their doorstep. They then have seven days to try on the items and decide what to keep. Unwanted items are shipped back to Amazon.com.