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Amazon is afresh accretion its attendance in the appearance industry with this week’s barrage of yet addition clandestine characterization brand, The Fix. The new characterization for Prime associates is aimed at women and appearance shoes and handbags aggressive by artist trends, but accessible at discounted prices.

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Unlike artist collections, The Fix will absolution new styles on a account – not melancholia – basis. This sped up agenda gives Amazon the adeptness to anon chase on trends that are resonating with shoppers.

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The label’s barrage was covered this anniversary by WWD, Business Insider, FootWearNews (via CNBC), and others.

To accept items for The Fix, Amazon’s editors coursing above the bazaar for new and accepted items, again activity agnate styles at bargain prices, back compared with designers’ items.

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The Fix’s Handbags will alpha at $49 and shoes will alpha at $69, in its admission collection.

At launch, shoppers will acquisition glassy slides, bright sneakers, brindled flats, bright mules, and floral-embellished boots, said FootWearNews, in anecdotic the new collection’s aboriginal products. There are 45 SKUs now actualization on The Fix’s page, with some shoes as aerial as $99 and some accoutrements costing as abundant as $119.

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There’s alike a knock-off Birkenstock – you know, the sandal maker that pulled its articles off Amazon aftermost year. Amazon now sources its shoes from third-parties – a move that has enraged Birkenstock USA arch exec David Kahan, who threatened Birkenstock would aing bottomward retailers reselling their shoes. Kahan additionally said he was because acknowledged activity adjoin Amazon.

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The Fix is now one of a ample and growing account of centralized appearance labels at Amazon.

Today, the banker additionally offers women’s accoutrement beneath brands like James & Erin, Lark & Ro, North Eleven, Society New York, Ella Moon, Paris Sunday; affectionate accoutrement brand Mae; basal tees, shirts, shorts, pants and assembly for men and women under Amazon Essentials; men’s accoutrement and shoes beneath brands like Franklin & Freeman, Franklin Tailored, Buttoned Down, and Goodthreads; and children’s accouterment beneath the Scout Ro brand.

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Some of its brands are alone accessible to Prime subscribers, alms consumers addition allurement to accompany the anniversary associates program, whose allowances today ambit far above aloof free, two-day shipping.

The Fix is now a allotment of this Prime-only group.

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However, The Fix isn’t Amazon’s aboriginal access into the handbags amplitude – Amazon’s women’s workwear band Society New York additionally has a few in its collection. But it is the aboriginal time Amazon has launched a accumulating that’s aloof focused on women’s shoes and handbags, not clothing.

The barrage comes at a time back Amazon is advancing to cycle out its own Stitch Fix competitor, Amazon Prime Wardrobe, possibly advanced of Stitch Fix’s accepted IPO. But clashing Stitch Fix, which uses stylists to abbey boxes alien monthly, Prime Wardrobe instead will acquiesce shoppers to ample boxes with clothes and shoes and added items for home try-on. Those items they don’t like can again be calmly returned.

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It’s accessible to see how Amazon could after advance its own brands for use with the Prime Wardrobe service, now that it has its own accoutrement collections – from accidental to workwear to academic – and with The Fix, accessories, too.

Amazon additionally this year was awarded a apparent for a new on-demand accoutrement accomplishment arrangement that could pump out articles in bristles days. And it launched the Echo Look, a acute accessory with a camera for snapping photos of your outfits, which could accord Amazon a new antecedent of abstracts about what bodies are absolutely wearing.

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