Amazon to demonstrate 'cool' factor at New York Fashion Week

Amazon is out to prove that the site is a "cool" place for fashion. While fashion companies are drawn to Amazon's huge reach—the marketplace carries more than 2,500 clothing labels—some are worried about tying their brands to the website for reasons such as pricing and presentation. Still, the retailer can't be ignored as more than 40 million U.S. shoppers have made clothing purchases on Amazon in the past year. Now, the e-commerce site is out to prove that it is fashionable at this year's New York Fashion Week. Story