Amazon's Fashion Studio Represents the Retailer's Fastest Growing Category

Stepping up its efforts to be the go-to retailer for fashion and beauty, Amazon (Nasdaq: AMZN) opened a fashion studio in Brooklyn, N.Y., this past weekend.

A week ago, the world's largest online retailer also launched its Luxury Beauty Shop featuring brands such as Burberry and L'Occitaine en Provence. Plus, Amazon is imbedded in online fashion retail with the ownership of Zappos.com, flash-sale site MyHabit.com, and ShopBop.com.

Amazon's 40,000-square-foot studio, the centerpiece of Amazon's quickly-growing Fashion Group, sports 26 photo and video bays that can produce more than 19,000 images daily. "When you look at some of the on-model photography we're doing, especially the video, and how the clothes drape…that can be more helpful than seeing it on a hanger or on a mannequin. It's very different," Amazon CEO Jeff Bezos told The Seattle Times.

Amazon has 35 million active customers shopping for clothes, making Amazon Fashion the company's fastest-growing category, Amazon Fashion President Cathy Beaudoin told The Seattle Times. "We want to be a great department store, like Bloomingdales, Nordstrom and Saks," Beaudoin said. "But what we have that they don't have is unlimited shelf space."

To kick off the studio's grand opening, Amazon announced its Amazon Fashion Studio Sessions contest in which students from leading undergraduate fashion and design programs in New York City compete to produce a compelling image for Amazon Fashion's Fall 2013 on-site editorial, using its new studio.

For more, see:
This The Seattle Times article
This Amazon Fashion statement

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