In a pivotal move within Amazon’s fashion division, Jenny Freshwater assumes the role of Vice President for Amazon Fashion & Fitness. With a decade-long history at Amazon, Freshwater’s diverse experience includes a recent stint as Vice President overseeing traffic and marketing technologies. This transition follows Nike’s recruitment of former Amazon Fashion President, Muge Erdirik Dogan, as Chief Technology Officer, marking a significant shift in the fashion giant’s leadership landscape.
Amazon Fashion recently made headlines by closing its physical stores, a venture initiated seventeen months ago. These curated spaces, featuring flashcode ordering systems, aimed to showcase looks by theme and trend. As part of a broader streamlining strategy, Amazon announced 9,000 job cuts in March, aligning with the company’s focus on core offerings.
This streamlining extends to Amazon’s private-label clothing, with plans to consolidate from 30 labels to three: Amazon Essentials, Amazon Collection, and Amazon Aware. The reduction responds to criticisms from fashion brands selling on the platform, citing concerns about product placement alongside Amazon’s offerings.
Despite challenges, Amazon reported a remarkable 9% surge in sales volume to €474 billion in 2022. Operating profit doubled from €12.2 billion to €24.9 billion. While the breakdown of fashion’s contribution remains undisclosed, Amazon consistently positions fashion as a flagship sector alongside high-tech products and cultural goods.
Navigate the evolving landscape with Amazon Fashion’s strategic shifts and leadership changes. Explore the brand’s renewed focus and streamlined offerings as it continues to shape the fashion industry.
