Amazon Fashion: A Survival Guide
First things first. It’s still Amazon. You can navigate to it through the main website or App. But if you google “Amazon Fashion” it will take you straight to the clothes. So far, so obvious.
Most of the products are locatable by the usual men/women/kids navigation, but Amazon has put together a plethora of ways to entice you in, currently these include:
Prime Wardrobe (which I reviewed a few weeks ago)
Customers’ Most-Loved Styles
Sales & Deals
Ready, Set, Style! (back to school stuff)
Off to College
Love It Or Leave It? (where you get to rate whether you like things or not, presumably to fine tune the algorithm)
High Quality, Great Price (essentials, basics, whatever you want to call them).
Plus a few others so anodyne I forgot them just navigating between the App and this site.
So not exactly a clean, minimalist user interface. But I guess that’s not why you go to Amazon. You go because you can (almost) literally buy anything there. Which is super handy, but doesn’t set the stage for a boutique experience, unsurprisingly.
Which brings me to The Drop. This is Amazon’s attempt at more exclusive, limited edition pieces.
It bills itself as “limited-edition street style designed by global influencers - and only available for 30 hours at a time.”
Since they uses the word “influencers” in an excited reverential way, I don’t think the target demographic is the forty-something lady. But I could be wrong.
That said, some of the mini collections (14 pieces only) are quite covetable, such as this one by @thefashionguitar which boasts several Reformation-style pieces at a more affordable price point than the Ref, but without its sustainable credentials, sadly. However, the pieces claim to be made on demand, which should reduce their footprint.
The Drop pieces are often modeled with so called Staples By The Drop, dubbed as “fashion essentials” to mix and match with Drop pieces and which are always available. The Staples also have their own section on the site (another one) and include jeans and white tees (of course), plus tanks, midi skirts, mules etc. Some of these are great. Some veer into granny territory.
And therein lies Amazon’s problem. You can’t be all things to all people and a cool boutique at the same time. As soon as you navigate away from the The Drop and some of the Staples, you quickly get into the meh territory. Or rather MOR (middle of the road) territory. I’m looking at you, short sleeve jersey dress….
and you, teal polo shirt
So in short, if you’re looking for basics or something different from the Drop (you can sign up for email notifications when new collections, erm, drop) then it might be worth your while. Otherwise steer clear. You’ll have to scroll through a million frogs to find your prince and ain’t nobody got time for that. Personally, if I want to sift 50 pages of results for “floral tea dress” I’ll go to ASOS where I know I’ll like 75% of the results, not just 20%, and where the App is cleaner and less stuffed with…stuff.
Have you tried Amazon Fashion? What are your thoughts? Got any tips for staying sane and finding the gems? Let me know in the comments or via FB or Insta.