Amazon Fashion Europe launches affordable active brand Aurique

By

Sandra Halliday

Published
Sep 18, 2018

Amazon Fashion Europe is expanding its fashion offer as it targets top spot in apparel globally with the company making its first entry into the activewear market, via the launch of its Aurique own-brand on Tuesday. It’s Amazon Fashion's fifth own label launch in Europe over the past year and really underlines the extent of the investment the e-tail giant is making in the fashion category.

The company said the Aurique collection “is designed for style, quality, comfort and functionality,” and as expected, “it won't break the bank”. There is a wide selection of styles for “an active lifestyle using carefully selected fabrics with trend-led detailing such as mesh inserts and high-shine prints.”

The new collection, for autumn/winter, is clearly geared to both performance and everyday-wear with gym-to-street pieces including workout outfits and athleisure separates such as leggings, sports bras, tops and running jackets. 

The company stressed that the performance pieces are “fashion-inspired” and “ideal for everyday activities from brunch with friends to high energy classes at the gym, all at great prices.”

And as an extra inducement to buy into the new line, the company is offering shoppers 20% off when they spend £20 or more for the first week.

The Aurique launch follows a spate of other private label launches including Truth & Fable occasionwear, Find everyday women’s and menswear, Iris & Lilly, contemporary lingerie, and the Meraki ‘premium basics’ brand offering menswear and womenswear. 

It’s clearly a strategy designed to weave itself into every aspect of consumers’ lifestyles - at least those consumers shopping at the more affordable end of the market - and that’s a strategy that’s helping it to beat the competition. While figures around Amazon's global market share are often hard to come by, recent estimates from Morgan Stanley suggest that it will become the top US apparel retailer this year and its market share there is expected to be 14% in 2020, compared to just 5% in 2015.