Generic brands prevent Amazon from being seen as a fashion destination - Business Insider

Cheap, unbranded apparel is leading the pack on Amazon's site, according to a new report from Coresight Research.

Coresight looked at nearly 1 million clothing items for men and women across Amazon and found that inexpensive unbranded apparel, dubbed "generic brands," was dominating on the site. Its research showed that the number of listings of these unbranded items had grown by 906% between September 2018 and 2019, overshadowing legacy names such as Nike, Calvin Klein, and Adidas, for example.

"The "generic" apparel label is applied to over 65,000 products on Amazon Fashion and is, therefore, the most-listed "brand," Coresight analysts wrote in the report. "This is notable as consumers may be seeking more inexpensive, non-branded apparel." This research is particularly interesting as Amazon doubles down on its mission to be seen as a fashion destination. While it is a top seller for basics, the online giant has had less success bringing customers in to shop for more fashionable pieces.

They’ll never be seen as a fashion destination with their website interface looking the way it currently does.

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