Leading e-tailer stalwart Amazon is mulling the launch of a plus-size brand, recent news reports point out. In the past, the undisputed online e-tailer has pulled out all stops to build up its fashion category by roping in high-end fashion experts such as Julie Gilhart of Barneys New York Fashion Director. She has been shaping up Amazon’ fashion portfolio with an assortment of top-notch high end brands.
According to recent news reports, Amazon has announced job vacancies for its plus size business. The current vacant position will employ a Senior Brand Manager for Amazon’s plus-size fashion. Amazon requires a candidate for this position who can lead the product and merchandising strategy for one or more brands within Softlines Private Label.
Amazon hasn’t yet clearly stated if it’s initiating a dedicated plus-size brand, or if it’s simply expanding the plus-size assortment within its already-existing fashion brands. Society New York, Lark & Ro, and James & Erin are three of its brands which currently offer plus-sizes, though only limited to select pieces.
Earlier in January, a job posting revealed that Amazon was working on an athleisure line. The job post read, “The candidate will collaborate with leadership to build authentic activewear private label brands that have compelling and unique DNA and deliver amazing consumer valued innovation.”
Recently the web giant was also in the news for reportedly tying up with heritage clothing store Macy’s, the cornerstone of American fashion. Plus-size apparels add up to a $20 billion market. Moreover, statistics suggest that 65 percent of American women are a size 14 and up. Brands and investors often overlook this highly neglected, yet lucrative profitable market. The move is likely fueled by Amazon’s data-driven approach where the organization monitors what consumers buy on its site from other brands. Amazon uses the information obtained to inform the categories in which it launches private labels.