Prime Design & How Fitting Rooms Could Become Obsolete

Amazon’s private label fashion business has faced several hurdles, but continued investment – Prime Wardrobe, Echo Look, and numerous pure play e-comm acquisitions – proves that they won’t stand for anything less than front row.

Recently, Amazon has acquired Body Labs – a firm which promises to bring 3D models to life. For fashion, accurately predicting size and fit across a diverse consumer base has always been a reach goal. Designers and other stakeholders in the supply chain have long relied on antiquated data, often based on models of an average person, and no one brand has found a scalable solution for custom-designed clothing.

While Body Labs can’t solve for customized design, it can provide brands with a range of different models and bodies that would validate the fit of different patterns, which makes for better fitting clothing.

If Amazon’s private label clothing knows your fit better than any brand can, why would you shop anywhere else?

Why it’s hot:

As personalization is becoming table stakes, Amazon’s foray into one of the most significant aspects of individual expression once again shows that any market can instantaneously become amazon-takes-all.