Jan 28, 2020
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Amazon Fashion appoints UK PR agency

Jan 28, 2020

Amazon Fashion is looking to drive desirability and engagement for its own brands in the UK market in a bid to replace rivals as the go-to online fashion retailer.


As part of this, the e-tail giant has appointed communications consultancy Aisle 8 to manage all UK PR and communications for Amazon Fashion. This includes its stable of own brands, including Find, which launched the retailer’s first ever own make-up range in 2019.

The company said that “offering many of the world’s leading clothing, shoes, accessories brands and private label collections, Amazon Fashion, the fashion destination of Amazon, is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking”.

The PR firm has an opportunity to make a big impact via the five Amazon own-brands, including Aurique, Find, Iris & Lilly, Meraki and Truth & Fable.

The website sells more than 850,000 clothing items across various categories, but fashion consumers are proving to be partly resistant to its efforts make them embrace it as their primary fashion destination. According to a recent report from Coresight Research, reported by PR Week, the high number of inexpensive, unbranded items listed on the site could be the reason why Amazon is struggling to be accepted as a fashion destination.

Earlier this year, rumours started to circulate that Amazon was gearing up to launch a new luxury platform. Described as a fashion concession model in the US, the platform would reportedly give participating brands the ability to control the appearance of their section as well as product selection and pricing. 

Approximately 12 luxury and premium brands are thought to be already working with Amazon to be part of the new platform. 

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