I often voice my theory that Amazon is slowly taking over the world. The powerhouse claims one more market demographic after another and this time they are taking the field with the release of their activewear clothing lines. They have already claimed the title as the biggest US clothing retail online and projected to become the biggest clothing retailer in 2017 period – surpassing all brick and mortar, department stores, and retail giants.
Amazon made their foray into private-label sportswear market, hand-in-hand with their successful sub-brand model. The e-commerce giant felt the need to add apparel as an effort to fill in gaps in its fashion lineup offerings, rather than counting on big sports brands to offer their merchandise. Amazons regular men’s and women’s fashion sub-brands include Lark & Ro, Scout + Ro, Franklin & Freeman, James & Erin, Society New York. Also included are Amazon Essentials, Good Threads, and Buttoned Down which are only available to Amazon Prime members. Activewear additions include Peak Performance which was quietly released in October. Goodsport and Rebel Canyon were launched earlier this year. All of the activewear brands are reserved for Amazon Prime members only.
Here is what you can expect from each of the brands aesthetically:
Peak Velocity– The most expensive of the three activewear brands. This is premium men’s activewear. Performance sweatshirts and sweatpants with features like moisture-wicking and stretch. It has two lines: “Quantum Fleece” which the website says is “built for work,” and “Metro Fleece,” which is higher-priced and “built for every day.” (Think Nike and Under Armour;
Rebel Canyon– Men’s and women’s streetwear/athleisure clothing, a lifestyle streetwear take on sportswear;
Goodsport– Men’s and women’s low-price traditional performance workout gear with tops, bottoms, and outerwear. (Think Champion and budget activewear brands).
Sticking to their sub-brand standard, which removes any indication that these are actually “Amazon” brands, disassociated the labels with the brand entirely. This doesn’t discount the quality. All three sub-brands are using the same manufacturer as the market’s top players. Im looking forward to putting these brands to the test and see how Amazon holds up on the field.
What’s next for the Amazon sportswear space? Some of the trademark filings suggest the brand could expand into athletic bags.