Amazon has recently upped their game in the fashion industry. The
e-commerce company unveiled a new streaming show entitled “Style Code Live”
in order to bring in a more direct approach advertising in a more
user-friendly way.
Instead of the normal approach that Amazon typically has, the new video
stream caters to a different audience. Typically, users on Amazon will
search their products in the search bar and find their products based on
descriptions, price comparisons, and user ratings. However, the show “Style
Code Live” includes a carousel of products that are introduced to the
viewers with an easy-to-purchase option below the video. The idea is to
bring Amazon to a new level that isn’t so indirect. “This is a really
innovative thing that they’ve tried,” Edward Yruma, equity analyst at
KeyBanc Capital Markets, told WWD. KeyBanc has been carefully tracking
Amazon’s success in the fashion industry. This is a new way for the company
to appeal to more fashion-driven shoppers.
The new video serves as a type of infomercial for the millennial market.
Because of the competitive growing e-commerce business, the need for a new
tactic was pressing. Amazon’s efforts are proving that the company is
trying to improve and connect with the fashion industry ore. “They’re
trying to innovate here and I think over time, it will really give them
credibility with the fashion community,” Yruma told WWD.