Amazon (NASDAQ:AMZN) is taking a new tactic to grow its apparel and fashion business, debuting a live show streaming nightly on its website.
Style Code Live is hosted by three reality and fashion show personalities and intends to be a youthful take on popular live shopping shows on channels such as QVC and HSN.
The hosts—Lyndsey Rodrigues (MTV's "Total Request Live"), Rachel Smith (an ABC News correspondent for "Good Morning America"), and Frankie Grande (CBS's "Big Brother 16")—will offer fashion and beauty tips and feature celebrity guests. Highlighted products will be displayed below the video window, where shoppers can just click to buy.
"Our viewers have been asking for fashion and beauty tips," Munira Rahemtulla, head of "Style Code Live," told Variety. "We wanted to build something for them, so we came up with 'Style Code Live.' We've been working on it for quite a while. We think this is something viewers are really looking for, and we're excited about it."
Viewers will also be able to live chat with the hosts.
Amazon's fashion and apparel business has lagged other product categories in terms of growth. Fashion labels and brands have been hesitant to make their goods available on Amazon, fearful of discounting and cheapening their brands. Last year, the online retailer attempted to buy fashion retailer Net-a-Porter.
Instead, Amazon has begun developing private label apparel, including Scout + Ro and Society New York, sure to be featured on "Style Code Live."
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