Ama­zon, in the busi­ness of ev­ery­thing, launches pri­vate­la­bel shoe and purse brand ‘The Fix’

The Star (St. Lucia) - - BUSINESS - By Lau­ren Thomas

For all the folks who didn’t be­lieve Ama­zon would fur­ther en­croach on the fash­ion in­dus­try: you’re wrong.

Ama­zon on Tues­day de­buted a new pri­vate-la­bel shoe, hand­bag and ac­ces­sories line called The Fix. For now, the line is only avail­able to Ama­zon Prime mem­bers, but any­one can browse the prod­uct of­fer­ings on Ama­zon’s web­site.

From the looks of it, The Fix fea­tures high heels and purses that re­tail for roughly $49 to $140. The lineup in­cludes what Ama­zon calls fash­ion sneak­ers, an­kle booties, stiletto flats and em­broi­dered cross­body bags, among other trendy items.

Footwear News first re­ported on the brand’s launch on Wed­nes­day, af­ter at­tend­ing a launch party in New York for The Fix on Tues­day even­ing.

The Fix’s mer­chan­dise will change on a monthly ba­sis, the on­line pub­li­ca­tion said.

“We wanted to de­liver on an amaz­ing, ac­ces­si­ble price point with well-made shoes,” Kate Dim­mock, fash­ion di­rec­tor at Ama­zon Fash­ion, told Footwear News in an in­ter­view about the brand’s launch.

“What we’re so fo­cused on is bring­ing the joy back to shop­ping . . . We just want our cus­tomers to have that great mo­ment where a great shoe can to­tally change their look. We want to give her more and more op­tions to choose from. It’s about hit­ting all the notes in what the cus­tomer is look­ing for.”

Let’s not for­get Ama­zon is also work­ing on rolling out Prime Wardrobe, where shop­pers can or­der shoes, clothes or ac­ces­sories at no up­front charge, only pay­ing for what they de­cide to keep af­ter a box is shipped.

Ama­zon has said that Prime Wardrobe will fea­ture more than 1 mil­lion fash­ion items, in­clud­ing those from big­name brands such as Adi­das, Calvin Klein, Levi’s and Hugo Boss. Now, Ama­zon has The Fix to add to that list.

Ama­zon’s ‘The Fix’ shoe and purse brand is set to take the mar­ket by storm.

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