Amazon is a clothing powerhouse — just not the way you might imagine.
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How Amazon customers forced the retailer to fix the greatest uncertainty of buying clothes online
Most Amazon customers only buy underwear and socks from Amazon, and Prime Wardrobe was created to change that.
Sure, Amazon sells dresses, sunglasses, and purses — but it mostly just sells socks.
Though the company is hoping to become the go-to shop for everything high fashion, it mostly sells practical, unglamorous items like work pants and socks.
Men's and women's undergarments, including socks, accounting for a total of $415 million in sales, were
Amazon, with its new Prime Wardrobe program, has made it much easier to send unwanted clothing back to the retail giant. Returns are a big part of online shopping. Nearly half — 48% — of customers surveyed by retail data firm Nazar say they returned an online purchase in the last year
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The program allows Prime users to pick out several items of clothing to be sent, free of charge, in a special box that is designed to be resealable. A free UPS label is included, and customers are only charged for the clothing they keep.
Unlike most clothing stores, Amazon has a key disadvantage in that there are no physical locations to return clothing items to easily. With Prime Wardrobe, Amazon can finally unlock the hardest sector of apparel to sell online and take over the fashion industry.
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