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Generic brands are dominating on Amazon and it shows why the online giant struggling to be seen as a fashion destination


Cheap, unbranded apparel is leading the pack on Amazon's site, according to a new report from Coresight Research.

Coresight looked at nearly 1 million clothing items for men and women across Amazon and found that inexpensive unbranded apparel, dubbed "generic brands," was dominating on the site. 

Its research showed that the number of listings of these unbranded items had grown by 906% between September 2018 and 2019, overshadowing legacy names such as Nike, Calvin Klein, and Adidas, for example.

"The "generic" apparel label is applied to over 65,000 products on Amazon Fashion and is, therefore, the most-listed "brand," Coresight analysts wrote in the report. "This is notable as consumers may be seeking more inexpensive, non-branded apparel."

This research is particularly interesting as Amazon doubles down on its mission to be seen as a fashion destination. While it is a top seller for basics, the online giant has had less success bringing customers in to shop for more fashionable pieces. 

But it has been working hard to overcome this, developing many new private label brands, rolling out its Prime Wardrobe – a try-before-you-buy service with free return shipping – and more recently, launching The Drop, a fashion shopping experience that offers on-demand products available for purchase for only 30 hours at a time.

Amazon is also said to be making plans to launch a luxury fashion platform that will work similarly to a concession in a high-end specialty store, according to a recent report from WWD.

While Amazon told Business Insider that it does not comment on "rumors or speculation," if the site did come to fruition it could play a crucial role in improving its image in the fashion world and helping it to break into the luxury space. 

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