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Personalizing Prime?

Jul 26, 2017
Maria Rugolo, Director, Industry Analyst ;
Apparel

We recently welcomed Alexa into my family through Amazon’s latest virtual assistant option, the Echo Show.  She claimed prime real-estate on the kitchen counter thanks to her new seven inch touchscreen and was a big hit during a recent gathering with friends. The conversation quickly turned to the multitude of ways each of my friends currently utilize Amazon’s services to fit their own personal needs.

One friend will be sure to take advantage of the recent Whole Foods acquisition, as she’s on the hunt for more grass-fed cow’s milk options. Another, an avid Kindle reader, devours books in Prime Reading. While a third friend stated her kid would never be able to go to birthday party if it wasn’t for Amazon Prime delivering gifts the next day given her forgetful nature. As we spent hours asking Alexa to play music ranging from pop to nursery rhymes, and even 80’s hairbands, I couldn’t help but wonder how I’ll be able to use my new device once Prime Wardrobe officially launches. 

There is still a lot to learn about Amazon’s new “try before you buy” service. Currently, you pick the individual items you want. But could devices like the Echo Show or Echo Look evolve into something similar to Stitch Fix, offering outfit curation based on subscribers’ style?

While Amazon is the top online apparel retailer among consumers of all ages, according to NPD’s Checkout Tracking E-Commerce information, Stitch Fix is not far behind on the list, especially for 35-44 year olds where it ranks sixth in terms of share of their online apparel wallet. Like the Amazon consumer, the Stitch Fix consumer is shopping online. They spent almost half of their online apparel wallet at retailers with no physical location. And consumers who shop at Stitch Fix also spend five times more at Stitch Fix than they did on apparel purchases from Amazon.* 

Subscription shopping services are changing the way we think about shopping. With the technology of Echo devices and Amazon’s broad product reach, there is potential for Amazon to take the subscription model to a whole new level. As someone who regularly shops both Amazon and StitchFix, I’ll be keeping a close eye as to what emerges as a result of Prime Wardrobe, especially given the move towards more personalization in today’s apparel environment. Until then, I am truly enjoying Alexa as the newest member of my family.

 

 

*Source: The NPD Group, Inc. / Checkout Tracking E-Commerce,12ME Dec 2016


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