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Amazon Sells over 60 Million Fashion Items in Q4

Ethiopian model, actress and designer, Liya Kebede, will be the new face for Amazon Fashion Europe for Spring/Summer 2017 (SS17) and will feature in print advertising, social media, and on-site campaigns across Europe from March 2017.

Fashion continues to be one of the fastest growing categories for Amazon, with more than 60 million fashion items sold during Q4 2016.

Amazon grew its fashion selection in 2016 by adding more than 350 new brands to its offering across Europe including clothing from Miss Selfridge, Dorothy Perkins, Burton Menswear London, EVANS, Wallis, Filippa K, Wood Wood, Vanessa Bruno Athe, Champion Reverse Weave, Whyred, Won Hundred, House of Holland, Cacharel, J.Lindeberg, Lagerfeld, Paul & Joe; shoes and bags from Moschino, Fratelli Rossetti, Steffen Schraut, ALDO, L.K.Bennett, Vanessa Bruno, Lloyd, Floris van Bommel, Startrite for Kids and Newton running shoes; watches from Ferragamo and Versus, and jewellery by Thomas Sabo.

The newly added brands complement Amazon Fashion’s existing wide assortment of hundreds of loved brands including Boss Orange, Emporio Armani, Calvin Klein, Tommy Hilfiger, French Connection, 7 For All Mankind, Selected Femme, Petit Bateau, Levi’s, and Lacoste.

“Offering an expansive selection, using technology to innovate the shopping experience, and providing award-winning customer service are all part of our vision to be the fashion destination that brands and customers love,” said Susan Saideman, Vice President, Amazon Fashion, Europe. “Fashion is one of Amazon’s fastest growing categories and we are still only a handful of years into a very long-term investment.”

Liya Kebede takes over from Hungarian model Barbara Palvin who was the face of Amazon Fashion Europe for AW16. The items worn by Liya for the SS17 Campaign will be available to buy from www.amazon.co.uk/fashion, from March 1st and the campaign will continue to promote the tagline, “Don’t Look Like Me, Look Like You,” encouraging Amazon customers to embrace their own personal style. Amazon’s SS17 campaign with Liya Kebede was shot by photographer Cass Bird and styled by Julia Sarr-Jamois.

During 2016, Amazon Fashion launched two European brand campaigns – the first, starring the world’s largest fashion blogger, Chiara Ferragni as its ambassador for Spring/Summer 16, and the second with model Barbara Palvin.

In September 2016 Amazon Fashion launched its first European TV advertising campaign, which aired in UK, Germany, and Austria.

For Christmas, style icon Olivia Palermo and husband Johannes Huebl created their personal wish list showcasing their favourite pieces.

Across Europe, Amazon has five local language websites selling a wide selection of fashion products for men, women, and children across clothing, shoes, accessories, jewellery, watches, and luggage – amazon.co.uk/fashion, amazon.de/fashion, amazon.fr/mode, amazon.it/moda, and amazon.es/moda.

Outside of Europe Amazon sells fashion through amazon.com/fashion, amazon.jp/fashion, amazon.cn/fashion, amazon.in/fashion, amazon.ca/fashion, andamazon.com.mx/fashion.

Source: Amazon UK Press Release

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.