The Story:
In what can only be called a testament to Amazon’s growing clout in the U.S. retail market, Calvin Klein will be selling its new line of underwear exclusively on Amazon during the 2017 holiday season in the United States.
The Details:
Calvin Klein was among the first fashion brands to embrace the e-commerce model selling jeans and underwear through Amazon. Others like Nike and Levi Strauss followed suit after the e-commerce giant proved that it could overcome hurdles like presentation and pricing.
And it worked.
According to investment banking firm Cowen & Co., Amazon is already the biggest apparel seller in the United States, and it continues to grab more market share year after year.
Calvin Klein’s decision to be Amazon-exclusive during the holiday season is a letdown for department stores, which have been the mainstay of the brand’s distribution network for underwear and jeans in the United States.
Considering that Calvin Klein doesn’t operate any full-price stores of its own in the United States, it’s a bold move to go with just Amazon for the entire 2017 holiday season.
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