Amazon wants to eliminate the top frustrations of buying clothes online: not knowing if they’ll fit and easy returns if they don’t. Enter Prime Wardrobe – Amazon’s latest push into the fashion apparel space.
Amazon’s Prime Wardrobe takes a try-before-you-buy approach, similar to Stitch Fix. Shoppers place an order at no upfront charge and they have a week to try on and decide. Customers only pay for what they keep.
Why Prime Wardrobe Will Change the Way You Shop for Clothes
Apparel’s biggest challenge in the e-commerce space is the issue of fit – you don’t know how something will fit or feel until you put it on.
In spite of the incumbent frustrations of online shopping, apparel is one of the fastest-growing shopping categories online. Naturally, Amazon wants a piece of that lucrative pie.
Furthermore, online shopping services like Stitch Fix changed the game by addressing the issues of fit and returns. They send customers a hand-chosen selection of clothing and accessories that shoppers can try on at home. Returns are easy with enclosed prepaid return shipping bags.
Prime Wardrobe incorporates these appealing try-before-you-buy features into Amazon Fashion’s marketplace. Prime Wardrobe is also a way for Amazon to push its own apparel brands to consumers even more than before.
How Prime Wardrobe Works and How to Start Shopping
Here’s what you need to know about Prime Wardrobe:
- Prime Members Request an Invite: Currently, Prime Wardrobe is available to select Amazon Prime members. You have to request an invitation to join. If you do snag an invite, there are no additional fees to use it.
- Prime Wardrobe Access at No Additional Cost: While the two-day Prime shipping guarantee does not apply to Prime Wardrobe, shipping and returns are still free.
- What you can Get: Prime Wardrobe gets a dedicated space on Amazon’s site for Prime members. The Prime-eligible selection is organized into high-level shopping categories like women, Men, Girls, Boys, and Baby.
- How much you can Buy: You must choose at least three items before Prime Wardrobe features kick in, up to a max of eight items at once.
- How Long you have to Try: You have seven days to try the items before you are charged. Within that time period, you access Your Orders to select which items you would like to keep and which you plan to return, at which point you will be charged.
- Easy Returns: Return any unwanted items using the prepaid shipping label.
Amazon’s Possible Marketing Strategy: Pairing Prime Wardrobe with Echo Look?
Always looking for new ways to garner market share and push its own products, the e-commerce giant may be gearing up for a potentially interesting – as yet unclear – marketing strategy. Prime Wardrobe is likely to work nicely with the company’s Echo Look—an invitation-only, AI-powered camera that acts as a style assistant, released in April 2017.
Amazon will gain access to intimate, dive-deep insights into your fashion preferences and shopping habits and then be able to offer you outfit suggestions that match your style, growing sales and partnership revenue with brands that want to be on Prime Wardrobe.