Pret-a-Reporter

Amazon Fashion Rolls Out In-House Labels

Courtesy of Amazon
Amazon's new Lark & Ro private label

Seven, to be exact.

Amazon Fashion's race to be seen as a a serious competitor in the world of apparel retail is picking up steam. 

The company is not only on track to pass Macy's as the U.S.'s largest clothing seller by 2017, but it has just launched seven new in-house labels to boot. 

The new affordably priced women's offerings — which come in both straight and plus sizes — include workwear (Lark & Ro), cold-weather knits (North Eleven), a casual basics line for flannels and cardigans (James & Erin) and a slightly more sophisticated selection of cocktail dresses and handbags (Society New York).

Additionally, the retailer rolled out a line of menswear products, including dress shoes (Franklin & Freeman) and suits (Franklin Tailored), as well as a pastel-heavy children's range (Scout + Ro).

The labels were released without much fanfare from the company, but WWD reports that the Seattle-based giant is currently recruiting senior-level designers to elevate the current selection. In addition to serving as another arm of the company's rapidly growing fashion sector, a KeyBanc Capital analyst told the trade that these in-house brands may also "induce traditional clothing vendors to sell to Amazon."

Amazon did not immediately respond to The Hollywood Reporter's request for comment regarding the strategy of the seven labels.

The trademarked brands fold seamlessly into Amazon's vast selection of apparel, landing among brands like Tommy Hilfiger, Kate Spade and Steve Madden.  

Other recent steps toward bettering its fashion offerings include the acquisition of a state-of-the-art photo studio, as well as the hiring of British It girl model Suki Waterhouse. But beyond fashion's inner circle, Amazon also tapped a more accessible comedian, Portlandia's Fred Armisen, to promote Men's Fashion Week, which was sponsored this year by Amazon Fashion. 

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