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By 2012, Amazon Fashion launched its first advertising campaigns, targeting high-end brands like Vivienne Westwood and Kate Spade. It capitalized on customer data to personalize recommendations and invested in visual marketing by hiring models and stylists to showcase products.
A pivotal shift occurred in 2014 when Amazon’s apparel and footwear segment generated approximately $7 billion in sales. The company also began expanding its private label offerings, debuting dozens of in-house brands and tens of thousands of products by 2022. Brands such as Amazon Essentials and Amazon Basics became staples for consumers seeking reliable, frequently ordered items.