亞馬遜強攻時尚:免費試穿7天 | Amazon Will Let Customers Try On Clothes Before Buying



目前正積極進軍時尚市場的亞馬遜,周二宣布將對Prime會員推出一項新服務Prime Wardrobe。它讓會員可在網站上挑選3件或更多符合條件的衣服在家試穿7天,之後可把不要的產品免費寄回。

這些可試穿的服飾與配件共超過百萬件,其中不乏有凱文克萊與Hugo Boss等在百貨公司才看到的知名品牌。


AlixPartners顧問公司零售業部門負責人賓斯(Joel Bines)指稱「這項服務對傳統零售廠商是當頭棒喝,因為試衣間向來是實體商家與網購業者的最大區隔」。


至於部分線上新創業者像是Stitch Fix雖然推出試穿服務,不過門檻也相對拉高,像是顧客必須支付試穿費用20美元,而且試穿時間只有3天。



》 預測亞馬遜很快將成為美國最大的成衣零售商 | Amazon Will Replace Macy’s as Top U.S. Apparel Retailer by 2017, Analyst Says
》 打造屬於您的運動服飾 | ACOTEX運動成衣廠
》 Google X Levi's聯名智慧牛仔衣確定秋天上市 | Google and Levi’s $350 smart jacket lets you control your phone with your sleeve
Hugo Boss檢視分店銷售狀況,關閉中國大陸20間店 | Hugo Boss to close 20 stores in China amid weak demand

Amazon Will Let Customers Try On Clothes Before Buying

For many people, buying clothing online is not worth the hassle of getting a pair of pants or a shirt that does not fit. Many retailers have sought to eliminate that risk by offering free returns on clothing, but now Amazon is going even further.

On Tuesday morning, the company revealed a new program called Prime Wardrobe that allows people to order clothing — from three to 15 items at a time — without actually buying it. Amazon will charge them only for the items they keep. Customers can return the items they don’t want in a resealable box with the preprinted shipping label that the order came in.

The service will be an option only for members of Amazon Prime, the company’s membership service, which, for $99 a year, gives customers fast shipping at no extra charge, a streaming video service and other benefits. The company did not say when Prime Wardrobe would be available.

It is hard to predict what impact this will have on the company’s clothing sales, but it follows a pattern at Amazon of eliminating so-called friction points to online shopping that have made it surprisingly successful in the apparel category.

By the end of this year, analysts expect that Amazon will become the largest apparel retailer in the United States, at a time when many traditional brick-and-mortar retailers are closing stores or filing for bankruptcy.

And retailers received a new reason to worry about Amazon’s ambitions in recent days after the company announced it had agreed to acquire Whole Foods, the high-end grocery chain, for $13.4 billion.

Amazon isn’t the first online company to offer a try-before-you-buy program. The eyewear retailer Warby Parker has long let customers try on up to five pairs of glasses at home for as long as five days, with no obligation to buy any of them.

Another online clothing retailer, Stitch Fix, offers a similar home try-on service. To use it, customers must pay a nonrefundable $20 “styling fee” through which they receive personalized clothing recommendations. The fee can be applied as a credit toward any items the customer buys.

Prime Wardrobe will let customers try on more than a million items of clothing, accessories and shoes from brands including Calvin Klein, Levi’s, Adidas, Hugo Boss and Lacoste without buying them. Customers will then have seven days to return the items they don’t want.

Earlier this year, JackThreads, an apparel start-up that also allowed people to try on clothing at home, shut down.

Previously, Amazon has tried to make its customers more comfortable with shopping for clothing online by offering free shipping on returns of most apparel. This allowed customers to buy clothing and receive refunds for any items they returned.

Free shipping on returns can easily erode the profits of an online retailer if customers use the option often, but Amazon can ease the sting somewhat because it also collects fees from its Prime members.

With Prime Wardrobe, Amazon will actually discourage clothing returns in a subtle way. The retailer will cut 10 percent off the purchase price of an order for anyone who keeps three to four items, and 20 percent off for anyone who keeps five or more items.

Original Article: The New York Times