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watch out, nike and under armour -- amazon is muscling in on activewear
It looks like Amazon will start showing its muscles on sportswear.
Amazon has released a job notice saying it is looking for someone to \"build an authentic sportswear private label brand with compelling and unique DNA and deliver amazing consumer value innovations \",
Amazon did not comment on this.
Amazon may also be considering an acquisition of the bankrupt US apparel company, Reuters reported on Thursday.
All sportswear brands may be nervous about Amazon\'s desire to enter the already crowded sportswear market.
The online retail giant has taken over
Third, the online battery sales of its Amazon-based brand, its Amazon element baby wipes, have a 16% market share.
Amazon is also expected to sell more gym clothes for women next year than Macy\'s;
Macy\'s made online shopping a reason to close stores this year.
\"This is a hot category and more competition is not what we need now,\" said Matt Powell, sports industry analyst at the NPD Group . \".
Powell said that there are already more than 2,000 sportswear brands in the market, \"there is no doubt that they will feel threatened.
\"Brand loyalty will be a key driver for existing brands.
Because the customer understands the brand and wants the product, Lululemon is able to sell it at full price.
However, less picky customers may not even know that the sports yoga leggings they see online are Amazon brands.
\"There is a lot of rubbish in the market,\" Powell said . \".
\"Some people think that adding a thumb hole to a basic knit top would make it a performance product.
He believes that if Amazon can create a good product that does well, it may win the favor of consumers.
For smaller brands looking to gain focus and mainstream value brands, the challenge will be more daunting, such as the champions owned by Hanesbrands.
Gabriela Santanello, founder of retail consulting firm firmAline Partners, also believes that Amazon\'s decision to enter the field poses a threat to many brands.
She notes that other vendors have no control over their location on Amazon.
If customers search for sports bras, Amazon\'s products will be at the top of the list.
\"Most people don\'t know it\'s Amazon\'s product,\" she said . \"
Santanello believes that this will have the greatest impact on brands that do not have a lulululemon customer culture and brand loyalty.
Amazon\'s work post also points out that it wants people with experience studying customer behavior and shopping patterns.
Part of Amazon\'s success is the data it gets from shoppers, which can then be used quickly.
For example, with all of Amazon Echo\'s sales during the holiday season, if a lot of people ask Alexa about fitness tights, the company can target these customers through banner ads when they click on Amazon. com.
\"It will hit the Fable House where it was injured --
\"In terms of price,\" she said.
\"Gap\'s athletes and the Old Navy are also targeted.
Even Victoria\'s Secret, who just launched Victoria Sports last July.
Of course, it all depends on whether Amazon can build a brand that people like.
\"It must be a good product.
\"It\'s impossible to be okay,\" she said . \".
If Amazon does acquire the US apparel company, it will release the product on the website soon.
Amazon\'s suppliers may be very unhappy, but they have little ability to fight back.
Brands such as Nike, Under Armour, and Adidas must ensure that they direct customers to their websites to buy, and do not go to Amazon when looking for sports bras or sports tights.
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