For the past few years, Amazon has been on a mission to become the largest clothing retailer in the world. It has surpassed stores like Kohl’s, Target, T.J. Maxx in sales as traditional brick and mortar stores have suffered in the face of Amazon’s ubiquity, and in 2019 even outpaced Walmart. But while the company makes it easy to find and buy clothing through recognized retailers like Chico’s and Levi’s, and their products can easily climb Google rankings with the right search terms, Amazon is still missing something: a sense of style.
, and their products can easily climb Google rankings with the right search terms, Amazon is still missing something: a sense of style.to be stylish, to create a sense of luxurious exclusivity alongside its offerings of stretchy yoga pants and polyester black minidresses. Just as Amazon has clamored to take over retail, it has tried and failed to build a reputation as a fashion company.
It’s hard to get away from Amazon in this show because the clothes themselves are intrinsically linked to Amazon. Each week the designers are presented with a new challenge and the winning outfit gets mass-produced and sold on the site, so you can buy the clothes right off your screen a move that echoes whatMaking the Cut
mass-produced clothes either, though I doubt it’s artisan Parisian seamstresses. And once you take into account that Amazon is launching a luxury fashion platform soon, as
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