Amazon Fashion launches try before you buy service

The company has also hired executives from luxury fashion companies, such as Julie Gilhart, the Barneys New York fashion director whom Amazon reportedly hired as a consultant, and Vogue editor Caroline Palmer.

A majority of customers still prefer to shop in department stores over Amazon for clothing, shoes, and accessories, however.

Brands include Calvin Klein, Hugo Boss, Adidas, Levi's, and possibly Amazon's private-label clothing - and the Prime Wardrobe program may be key for growing shoppers' awareness of this, Weishaar said. The service makes shopping for clothes online a commitment-free experience, one that customers should like. Notably, not all clothing sold on Amazon would be eligible for Prime Wardrobe; items that can be put in a Wardrobe Box would be marked with a logo for the service. The prepaid label is an attempt to lessen the hassle of generating one, the norm with Amazon returns. It's poised to surpass Macy's this year as the largest USA clothing seller, according to Cowen & Co. analysts.

Over the past couple of years, Amazon has ramped up its investment in fashion by launching its own private-label clothing brands and sponsoring the first NY men's fashion week.

Prime Wardrobe works this way: Shoppers pick three or more items and then have a try-on period to find the best styles. Meanwhile, startups Stitch Fix and Le Tote send customers curated items they can try on and return. You can return anything you don't want by simply leaving the box on your front door, because Prime Wardrobe comes with free UPS scheduled pickups.

Department stores have been struggling over the past few quarters as competition from online retailers such as Amazon intensifies. Shoppers receive discounts depending on how much they keep.

  • Zachary Reyes